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Fuze Extends its Reach with Lip Gloss |
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Thursday, 20 March 2008 |
 Fuze Beverages, as part of a new partnership with Too Faced Cosmetics, recently released a fruit-infused lip gloss made from the same ingredients as its drinks.
The lip-gloss, called Too Faced Fuze Slenderize Guilt Free Gloss, hit stores such as Sephora and JC Penney nationwide this January. It is available in Dragonfruit Lime, Strawberry Melon and Blueberry Raspberry, three flavors that also can be found in Fuze's Slenderize line of drinks.
"We did use the exact same flavor compounds," says Fuze chief marketing officer Bill Meissner.
Slenderize drinks contain 10 calories each and are designed to keep its consumers slender, and so is the lip gloss. It contains, according to the company, the same "healthy, energy boosting, appetite curbing ingredients" that can be found in the beverages.
The ingredients are chromium, which can help improve the amount of energy received from food; L-carnitine, an amino acid, which boosts energy and super citrimax, which helps maintain a normal appetite and increases energy in healthy individuals. By helping to suppress one's appetite, the lip gloss attempts to make its customers slim, but not by keeping them hungry.
"[The ingredients] work at the metabolic level to create satiety so that you feel fuller," says Meissner.
According to Meissner, the brand is targeting the same demographic with the lip gloss as it does with its Slenderize drinks—-a health conscious, active, 24- to 44-year-old female.
"It looks great, and it's colorful, unique and elegant. We thought the tie-in with Too Face would support elegance, fashion, fun and flavor," says Meissner.
The lip gloss retails for $18.50 and also is available at sephora.com.
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