Addicted to 'Angie Lips'
By Brad Frischkorn
As a swashbuckling thief with beyond-pouty lips, actress Angelina Jolie captured Hollywood in the 1990s as the Tomb Raider. Two decades later, cosmetics makers have captured those famous "Angie Lips" for the average consumer.
Lipstick has existed for decades in all manner of shades and styles, but few have been touted as much more than cosmetic lip colorizers. Fukuoka-based Lipaddict Japan promotes its line of imported lip care products as an anti-aging therapy and lip guard, in addition to a beauty treatment that restores the lips to their plump, youthful luster.
Company reps had their hands full at the mid-May Beautyworld Japan expo held in Tokyo, introducing enthusiastic patrons to Lipaddict’s wares for the first time.
Lipaddict sports a line of 12 shades, ranging from “Sweet Nothings” to “Sexy Seductress.” All are formulated with six main features in mind: 1) promote long-term lip color, 2) soften and smoothen the lips while adding nutrients such as vitamins C, E, A, and K, 3) make tiny mouth wrinkles disappear, 4) prevent stickiness, 5) lip drying, and 6) boost physical lip volume. Lipaddict employs organic ingredients in its formula, including castor, jojoba, argan, and avocado oils.
“Angie (Jolie) became famous in the 90s in Japan as a beautiful and sexy, but strong heroine in her films. A lot of girls wanted those lips and at the same time couldn’t believe they were real,” says Yurika Fukamachi, one of a cadre of Lipaddict ‘meisters’ tending the company’s booth.
“Most people are aware of the protective benefits of lip balms,” she continues. “But age, neglect, dehydration and weather, make the lips gradually lose a lot of moisture and blood circulation, resulting in a severely ‘deflated’ appearance.”
In addition to all the protection, nutrients and beautifying effects, Lipaddict also helps the lips to regain up to 80% of their lost volume by stimulating collagen expansion – without the use of any intrusive surgery or needles.
The lips should be noticeably more full after just 24 hours of Lipaddict use, according to company literature showing ‘Before’ and ‘After’ photographs.
The company also does not hesitate to recommend its products for men as well as children, since the organic ingredients pose no harm to health.
The lack of artificial additives may help the company’s expansion efforts. The global lipstick market is expected to reach $9 billion by the end of 2019, reflecting an annual compound growth rate of over 3.7%, according to a Technavio research report. It cited rising demand among younger consumers as a primary driver, while lipstick is now widely considered an affordable luxury among women. However, the presence of toxic chemicals such as lead and cadmium is expected to pose challenges for the market, it said.
Lipaddict list prices hover around Y6,000 per stick. The company is aggressively seeking domestic resellers and salons to carry its products.
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