Unilever has hailed its new Vaseline lip therapy sticks as the brand's most innovative launch since lip tins.

The launch next month is being backed with a £1.3m campaign. A new variant Cocoa Butter is being added to the original, aloe and rosy flavours, which will now be available in both formats.

Unilever predicted the sticks would increase the brand's 25.5% share of the lip care market to 30% by the end of 2011. "Autumn is the perfect time to launch these products," added Vaseline brand manager Lauren Brookings.