FRANKLIN, Wis., — Carma Laboratories Inc. wants to hear from consumers who buy its Carmex lip care products.

The company on Thursday announced the “Straight From Your Lips” campaign on MyCarmex.com, which introduces the website’s new Reviews feature that enables customers to leave product reviews in exchange for a chance to win Carmex products, cash prizes and branded merchandise.

Launched earlier this month, the campaign aims to promote the importance of consumer reviews. Through Oct. 13, each time a consumer writes a product review, he or she will be entered for a chance to win weekly prizes of a $100 gift card to a popular retailer or cool Carmex gear. Six winners will be randomly selected each week.

Citing research from Nielsen, Carma noted that 92% of consumers trust word-of-mouth testimonials or product recommendations above all other sources of product information. By offering this new feature, Carma is hoping that consumers will write about their experience with Carmex products and their reviews will help other consumers choose the product that’s right for them.

Although the current campaign will end after six weeks, the reviews feature will remain permanently on the product pages, Carma added.

In addition, the MyCarmex site will offer a variety of coupons and offers throughout the year. Current offers of 25 cents to $3 off a range of Carmex products are available, and users can access printable coupons at mycarmex.com/special-offers.  Users can also sign up for the Carmex newsletter to receive email updates on special offers.

“Our goal for the MyCarmex.com ‘Straight From Your Lips’ campaign and Reviews feature is to convey to our consumers that their opinions are extremely valuable to us,” stated Jona Mancuso, marketing director for the Carmex brand. “We want to make it easy for them to share their thoughts and product experiences with us, and we hope that the newly redesigned MyCarmex.com website will serve as a useful tool for consumers looking to learn more about the products.”