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ChapStick is synonymous with lip balm, but the brand’s iconic status as a winter staple created a challenge when ChapStick sought to be viewed as a beauty essential. ChapStick enlisted Coyne with taking the brand on a journey to establish a foothold in the beauty space, which was accomplished by building a presence at prominent beauty events, enlisting a celebrity makeup artist as a spokesperson, forging relationships with beauty media and positioning ChapStick as “skincare for lips.” Now touting seals of approval from leading beauty publications and celebrity endorsements, Chapstick has kissed old perceptions goodbye and attained its goal of being recognized as a beauty essential.