The word FLIPS comes from "fun with lips".
A product that aimed at capturing every young teen girls dream of wearing lipstick.
The product took the form of a lipstick, but functioned as a lip gloss. The product needed to be recognizable in whosoever hand it was in.
The brand language intentionally went for a mix of fun and premium as it needed to appeal to the fun side of girls this age and also at the same time be aspirational.