Hardcore lips require hardcore lip balm, which is why Carmex isn't for the faint of heart–walk the walk, but more importantly, talk the talk. Talk that Lip Smack.

Strategy: Hardcore to the core, Carmex is confident in what their lip balm formula can do. They'll tell you how it is.

Consumer Insight: When lips require deep moisturizing, other lip balms don't cut it–only Carmex saturates every crack and crevice.

Art Director - Faith Ivory
Content - Hannah Campbell
Copy Writer - Abby Christensen