This isn't a lipstick. And it's not exactly a gloss. A sheer blend of pigment, polymers, and yes, petrolatum, this is Almay liquid lip balm. The formal name is Almay Color + Care Liquid Lip Balm, a formula enriched with avocado oil, vitamin E, beeswax, and sunflower oil. It feels light, comfortable, and conditioning on lips, not at all plastic, and surprisingly unsticky. Officially gluten-free, it promises to improve moisture levels by 194% in a day's worth of wear. And the nine shades -- so pretty.
This is Almay Color + Care Liquid Lip Balm in Pink Pout, $8.95, available in Canada in July 2013 at drugstores and mass retailers. Aside from this one, others that interest me include Just Plum Good, Apricot Pucker and Cantaloupe Cream -- they're lurking in the background.
You'll see Almay's celeb face Kate Hudson wearing Pink Pout in the promo materials; it packs far less colour punch in real life, which is a bit disappointing. (It took a few applications to get the intensity I did. But maybe that opens a door for an "Intense" version -- Almay likes to do those.) And the vanilla-sugar scent is on the border of TooMuchForMe. Still, I'll wear Almay liquid lip balm -- it makes lips feel good. Dry lips in particular will love them.
The Liquid Lip Balm moniker is smart, attention-getting, and apt: the formula is a slightly more fluid version of the gelee-texture lip balms that come in squeeze tubes (no wonder I like it).
So, this gluten-free thing. Is that something you look for?