What to do with a classic best-seller that's already been on the market and well-loved for some time? Turn it into an entire category. Topicals' Slick Salve has been a must-have for beauty lovers due to its delicious texture and luxurious feel. The OG Salve was colorless, allowing for the most low maintenance of lip care experiences and a staple for a what's-in-your-bag, always keeping that on me 24/7 type of product to have in a consumer's beauty mix.
Just in time to take advantage of vampy lip season for Fall/Winter 2024, Topicals dropped its hero product Slick Salve in new delightful berry hue: Açaí. The color is subtle yet impactful and looks stunning across the striking campaign models' lips. But it's also scented to smell as good as it glosses.
Fruity, sweet flavoring is fun, but this lip balm packs a lot of multi-beneficial punch in its formulation and development. From Cling Technology that keeps lips effectively protected year-round, especially during colder temps as we approach the winter season, to the build-ability of the shade itself, this drop caught our attention immediately at Beauty Brief HQ.
Furthermore, the Açaí drop features a charitable contribution with a portion of the proceeds from every single purchase made going to PCRF, the Children's Relief Fund in Palestine. Topicals is known for weaving philanthropic efforts and advocacy into the very essence of itself as a brand.
Key Product Stats:
Relieves Dryness
Provides Lasting Hydration
Strengthens Barrier
Soothes Discomfort
Vegan Formulation
Paraben-Free
The Product Dev
Slick Salve is marketed as being "slicker than your average lip balm." Its been formulated with a mix of skincare superstars including peptides and a tri-ceramide complex that helps to reduce the appearance of fine lines on the lips. Its designed to provide an instant moisture surge, but will also aid in improving lip texture overall with continued use long-term.
The Marketing
Topicals just gets us. The visuals for the new Açaí Slick Salve stopped us right in our tracks while scrolling on IG. The imagery is bold, moody, dramatic and a celebration of skin. And we mean actual skin. Texture, pores, perceived flaws and all. It's a beautiful departure from cookie cutter imagery that's been airbrushed to the gods.
We get playful model shots that showcase the buildable color of the balm, close up and styled product photography that embrace the dessert-inspired flavor, and a mix of the content we love to see from the brand year-round, which includes a curated mix of music for the fall season.
Each campaign launched by the brand is distinctly Topicals. But what we love about all of them is the way it showcases the humans within them every single time.
What are your thoughts on this launch, besties? Will you be adding this lip balm to your carts?
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