The word FLIPS comes from "fun with lips".

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A product that aimed at capturing every young teen girls dream of wearing lipstick.

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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.

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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.