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Pure Lip

This article was originally published in The Tan Sheet

Executive Summary

Pure Lip Prevention, promoted as "the first all natural, nonprescription lip care ointment specifically designed to prevent the outbreak of cold sores," debuted online in September with a giveaway of more than 10,000 free trial tubes during a four-day period. Los Angeles-based Pure Lip's first product, the clear, hypoallergenic ointment is packaged in a 5.5 g extended-tip tube and is sold exclusively over the Internet for $10.95. Prevention includes a "triple defense system" of moisture, maintenance and ViraZinc, which provides a steady release of zinc before cold sore virus symptoms appear, packaging states. Ingredients include white petrolatum, zinc glycerolate, meadowfoam seed oil, green tea extract, vitamins C and E, grapeseed extract, coenzyme Q10 and stearyl glycyrrhetinate. Packaging carries the FDA disclaimer required under DSHEA for supplement products. Pure Lip hopes to introduce two new lip products for extreme weather exposure and cold sore treatment in early 2000. The company has media deals with several health-related Internet companies and plans to examine offline promotion to doctors and dentists

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