Softlips has launched a new cube-shaped package – with a dome-shaped lip balm inside. Users just lift up the square lid, and apply.

The product is even named after its package – it’s called The Softlips Cube. It’s sure to attract attention on the shelves of mass merchandisers like Walgreen’s, where it retails for approximately $3.49 – in pomegranate blueberry, fresh mint and vanilla bean flavors.

The modern, square package is made from clear plastic – resembling glass, or an ice cube. I think it looks innovative – and beautiful – but I’m just not sure how well it would fit into a jeans pocket. (Although fans of EOS‘ egg-shaped lip balm never seemed to have an issue with this.)

Katherine Tocheff, director of marketing, Lip Care, The Mentholatum Company, said:

“In 1992, Softlips launched its first lip balm targeting women with its unique slim stick packaging and flavorful formulas. Softlips Cube is a natural evolution, a stylish multi-functional lip balm for women who are always on the lookout for new exciting lip care products.”

The balm is formulated with the brand’s 5-in-1 “lip perfecting technology” to hydrate, replenish, smooth, and protect with SPF 15.

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