May 28, 2004. Max Factor Lipfinity took the beauty world by storm with a scientific breakthrough which guaranteed eight hours of beautiful lip colour – LIPFINITY EVERLITES, a new lightweight and long-lasting lip colour in soft, subtle shades, is set to gain similar cult status…

Lipfinity Everlites is a new kind of lipstick – a soft, subtle and light to the touch lip colour that glides on to your lips like a conventional creamy lipstick, but has the staying power to last up to ten hours – even through eating and drinking. It’s so light you’ll hardly notice it’s there, but thanks to its breakthrough technology, you can be confident you’ll have beautiful lip colour which lasts all day.

Long-Wear for More Women

When it comes to choosing a lipstick, different women have different priorities. Some of us want rich, long-lasting colour, whilst others prefer moisturising products or lipsticks with a lightweight feel.

Richard Dean is one of Hollywood ’s most respected and sought after movie make-up artists and recently headed up Make-Up on Mona Lisa Smile. “When women choose a lip colour, beyond their choice of shade they are most influenced by how long their lip colour will last,” says Richard Dean. “In fact, more than 90% of women want long-wear lip colour but only 25% of them currently use it.”

As its name suggests, Lipfinity EverLites is part of the Lipfinity family. Like Lipfinity it delivers up to ten hours of gorgeous, glamorous colour, but comes in more subtle, silkier shades for a soft and understated beauty look.

Like Lipfinity, Lipfinity Everlites also features a two-step application. The base coat contains a unique fluid polymer matrix that gently adheres to lips and moves more like a conventional “bullet” lipstick and finely textured pigments that glide on smoothly for soft, sophisticated colour. As a result, colour looks beautiful and feels as flexible as your lips all day. It’s an ideal choice for women who prefer the lighter weight feel of conventional lipsticks but have traditionally sacrificed all-important wear to get it.

The Lipfinity Everlites topcoat contains 90% lip conditioners and emollients to moisturise, smooth and protect lips over time. Additionally, the new topcoat formula includes Glossamer, a shine-boosting ingredient to enhance the glossy look and soft feel that so many women desire.

Lipfinity and Lipfinity Everlites: Movie Make-Up Artists’ Must-Haves

Lipfinity Everlites has already become a beauty must-have for Max Factor Movie Make-up Artists. They keep both Lipfinity Everlites and original Lipfinity in their kits, using Lipfinity Everlites on clients who want long-wear lip colour in lightweight subtle shades and Lipfinity on clients seeking richer and stronger shades of long-wear lip colour.

Richard Dean says, “When I first tried Lipfinity Everlites, I was amazed that a lipstick so lightweight could be so long lasting. When I use it on set, it’s so silky and lightweight; my clients assume they’re wearing everyday creamy lipstick. So they expect me to dash in between takes for constant lipstick re-touches. But take after take, their lip colour is going to stay … and stay beautifully without reapplying,” says Richard . “Now, with Lipfinity Everlites and original Lipfinity, even more women will enjoy beautiful, long-lasting lip colour.”

There are 15 gorgeous Max Factor Lipfinity Everlites shades, which are perfect for any occasion, from a day at the office to a night on the town:

 Ends

For more information/images please contact:

Jenny Moore on 0207 611 3536 jenny.moore@ketchum.com

or Melanie Scobbie on 0207 611 3674 melanie.scobbie@ketchum.com

Everlites rrp £9.99 is available in 15 shades and will be available nationwide from June 2004 at stockists including Boots, Superdrug, Tesco, Sainsbury’s and leading pharmacies.