Almay’s Liquid Lip Balm Is for Lip-Gloss Haters

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The cosmetics company's latest product is Liquid Lip Balm, a collection of ten pretty lip colors that look like a gloss (viscous in texture) but feel more like your favorite tinted lip balm. It doesn't goop onto your pout or leave an overly slicked-out, club-ready shine. Instead, it's packed with mouth moisturizers like avocado oil and vitamin E, and the pigments go on sheer, leaving lips with a subtle hint of color. If you're into things that smell like dessert, then you'll also appreciate its cookie-dough scent.  

Actress Kate Hudson, who is the brand's spokesperson and arbiter of California girl easy-breeziness, has been pretesting the Liquid Lip Balms for some time now. She used them constantly during her winter ski trips and attests to their hydrating power. Below, click to watch the video as she talks about her favorite shade (Cantaloupe), swishes around her famous blonde hair, and says suggestive things like, "I think I apply lip balm about as many times as men think about sex."