Lipsticks to inspire self-expression: Schwan Cosmetics expands its portfolio with bullet lipsticks, fronted by four powerful formulas

Published: 9-Sep-2022

Schwan Cosmetics expands its product portfolio with bullet lipsticks, leveraging the core expertise that the global market leader has in lipliners. From texture and shade to unique packaging, the color cosmetics manufacturer pursues a one-stop-shop approach for the lip segment by utilising its global network of partners. The new segment is launched with a Lip Serum Stick, a 2in1 Lip Butter, a Cream Matte Lipstick, and a Soft Powder Lipstick, representing a wide variety of customisation possibilities

Designed to support all situations and with high quality at its core, Schwan Cosmetics launches its all-new bullet lipsticks. The color cosmetics manufacturer pursues a one-stop-shop approach by actively utilising its global partner network. The cooperation with selected global big players in the packaging segment makes it possible to meet customer needs for differentiation with a wide variety of packaging and decoration options at the highest level.

In addition, Schwan Cosmetics leverages its global presence to provide a local-for-local service approach. Global competence centers in the USA, Colombia, Brazil, and China are the company‘s new hubs for lipsticks and benefit from their long experience in the production of lipsticks and soft mold products.

Speaking about the portfolio extension, Thomas Krasser, Senior Vice President Business Development at Schwan Cosmetics, said: "Expanding our portfolio to lipsticks is a natural step for us and perfectly in line with our customer’s need for local, high-quality products in such a key product category with Makeup. For years, we have been leading with innovation in lipliners and the expansion allows us to extend our core formula and process competence to offer products and services that go beyond the market standard. Combined with our global presence and a strong network of highly innovative packaging partners we strongly believe we can add value for our customers through the agile and scalable local supply of Lipsticks”.

The expansion of the portfolio is kicked off by the campaign "It is me! It is who I want to be“ and is based on the belief that while lipsticks alone cannot change the world, the people who wear them can.

To get closer to this mindset, the development of the collection was inspired by the feeling that applying lipstick evokes and that it is more than a mere beauty routine. More than that, it can boost inner confidence and, especially after the pandemic is a tool to express one‘s uniqueness.

Schwan Cosmetics’ bullet lipsticks are developed with different wear properties and finishes to meet the various needs of consumers‘ multi-faceted lives. It features four everyday lipsticks with non-volatile formulas and a wide variety of packaging and decoration. Each lipstick meets different customer needs in terms of formula and packaging. The finishes range from balmy and shiny, to suede-like, silky matte, and luminous. They are enriched with care ingredients and fragrances to demonstrate even more possibilities for customisation. To represent the different needs from entry-level products to high-end and luxury solutions, five different casings have been selected and enhanced with individual decorations. From screen printing and hot foil to 4C printing on paper, gradient metallisation, and digital printing, Schwan Cosmetics shows the variety to individualize lipsticks in line with a brand‘s corporate identity.

Speaking about the bullet lipsticks, Stefanie Strittmatter, Director Global Product Management Lip at Schwan Cosmetics, said: “Gone are the days when we use lipstick to impress others. We know that wearing lipstick can help us feel beautiful, self-confident, and comfortable in our skin. Moreover, new fashion and trend colors can be easily translated into flattering lipstick shades and unique packaging, which not only upgrade our beauty look but also makeup bags. We believe that touching up your lips is more than just a daily routine! Hence, it was important to us to offer products that combine care ingredients, a rich color payoff, and the perfect shade. Only this combination helps to fully transmit the joy of applying and wearing your favourite lipstick.”

The campaign includes:

  • Lip Serum Stick: It melts into the skin, leaving a soft, luminous finish, and can be easily touched up throughout the day. It contains an exceptionally high level of care ingredients and nourishing oils, which have been verified in an external efficacy study. Results showed that 97% of participants felt their lips were smoother and 94% agreed that their lips looked healthier. * The Lip Serum Stick is available in a variety of shades, from transparent to sheer and highly pigmented.
  • Lip butter 2in1 for lips and cheeks: A nourishing lip butter that also provides a natural flushed tone on the cheeks. The formula feels super light, melting, and gives a glossy finish, made possible by the unique combination of jelly-like film roller and nourishing shea butter. The lip butter is available in both transparent and tinted finishes.
  • Cream Matte Lipstick: An intensely pigmented, silky-velvety matte lipstick. Unique vegan emollients provide a nourishing feeling on the lips for hours without drying them out. Vibrant shades are achieved with highly concentrated pigments for full coverage in just one stroke.
  • Soft Powder Lipstick: An air powder lipstick with a unique cloudy matte finish. The lightweight formula melts into the lips upon application and then quickly transforms into a flattering, long-lasting, powdery, soft matte finish. A high amount of natural ingredients and emollients will keep lips moisturised.

Schwan Cosmetics’ bullet lipsticks will be launched at Make-Up in New York tradeshow on September 14-15. Samples will be available in three to six different shades per formula.

Lipsticks to inspire self-expression: Schwan Cosmetics expands its portfolio with bullet lipsticks, fronted by four powerful formulas

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