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Carmex packaging sports new look

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FRANKLIN, Wis. — Carmex customers might have noticed something else new along with the brand’s recent introduction of its first natural lip balm.

Carmex new packaging

Carmex’s updated logo and packaging

Carma Laboratories Inc. said the 80-year-old lip care brand now has a new look. Carmex retains its yellow and red colors, but the new packaging features softer, rounded edges and a new, slightly curved logo that complements the rounded card shape.

The company said the updated look, which began appearing on retail store shelves last month, is complemented by the brand’s “Crafted for Comfort” seal.

“Evolving the Carmex brand image is certainly a decision we took very seriously, and design choices were validated extensively with consumer research,” stated Jona Mancuso, vice president of marketing at Carma Labs. “Carmex has a very loyal consumer following, and they have given the brand permission to evolve. We also expect that this evolution and future innovation will help attract new users to the Carmex brand.”

The debut of Carmex’s new look coincided with the launch of Carmex Comfort Care, which marked the brand’s first natural lip balm. the Formulated with natural colloidal oatmeal and cold-pressed fruit oil to provide soothing, long-lasting moisture and pure hydration, the the new lip balm line lip has rolled out to Walgreens, CVS Pharmacy, Walmart, Target, Kroger and other retailers across the country.

Carmex Comfort Care, too, has brought its own look, including softer color tones and a wider stick design, the company said.

Carmex Lambeau Field contestants_2016

Contestants for Carmex’s $100,000 Football Relay Challenge at Lambeau Field.

“We are excited about the launch of Carmex Comfort Care Lip Balm and the unveiling of the new look,” commented Frank Simone, vice president of domestic sales at Carma Labs. “We can’t wait to see the new packaging arrive at retail shelves and hope to overdeliver on retailer expectations as we work to reinvigorate the Carmex brand.”

This past weekend, Carmex was in a different spotlight as the presenting sponsor for the nationally televised College Classic football game on Saturday, Sept. 3, between the LSU Tigers and the Wisconsin Badgers at Lambeau Field in Green Bay, Wis., home of the NFL’s Green Bay Packers. The game marked Carmex’s first major sports sponsorship and is part of the brand’s multiyear partnership with the Packers.

During halftime at the game, Carmex sponsored the “$100,000 Football Relay Challenge,” in which three participants had the chance to complete a punt-pass-kick sequence on the field. The contest was streamed live on the Carmex Facebook page.


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