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The modern woman is busier and more discerning than ever. In a saturated beauty market, products have to work harder to stand apart. Fast, effortless application and an immediately beautiful effect are vital. And from recent trends, a luxurious experience and benefits that go beyond color seem to have risen as priorities.Awareness of the importance of self-care is also at an all-time high. Part of that nurturing includes protecting skin – especially around delicate areas such as the lips – from dryness they are constantly exposed to.