Carmex had done little in terms of brand positioning, packaging or new product development.

Research showed that women found the Carmex product to be too medicinal, and the jar awkward to use in social settings

After identifying an opportunity to target women with a product that featured a stylish container and enhanced moisturizing qualities, Bolin collaborated with Carmex’s R&D team on product development and testing. We then created product development and manufacturing timelines. Product development and manufacturing timelines were then produced and the product was successfully positioned as part of the development of a comprehensive marketing plan. Bolin managed the execution of all marketing communications including advertising, packaging, public relations and POS.

Carmex Moisture Plus has consistently outsold competitive products since it’s 08 launch in test markets. The product will be sold into national distribution in March 09.