Product: Elizabeth Arden Beautiful Bold Liquid Lipstick

Executive credit: Maddy Flynn, Director of Product Development for Color

Inspiration: “We were looking for something that offered higher coverage, that was moisturizing, long wearing, water-based and delivered in a liquid form. We also wanted to offer high pigmentation. It was a very tall order and took almost two years to develop.

How it works: “Because it’s so highly pigmented we wanted to control the amount applied to the lips. One click exactly distributes enough for one application. The tip has flocking on it, and was created specifically to form to your lips.”

Waitlist worthiness: “People love first-to-market products. They also love bright, fun colors.”

Marketing plan: “The brand will put a greater emphasis on ‘how-to’ videos to help with consumer engagement. In the color space, videos are almost expected. Print and TV is reserved for skin care and fragrance.”

Get it: Sold in department stores nationwide, select specialty and independent retailers and on beginning in August, and will retail for $22.