Delaware, New Jersey and New York have the most adorned lips in the US

Delaware, New Jersey and New York have the most adorned lips in the US

Capacity, a third-party logistics provider offering enhanced product fulfillment, ecommerce solutions, pick & pack, and electronic data interchange (EDI) services, has unveiled the “2024 Capacity Colorful Smile Index” based on more than 1.3 million lip products – lipstick, lip gloss, and lip liner – shipped over the past 12 months to every state in the Union.

According to the index, Delaware, New Jersey, New York, Indiana, and Oregon are the most lip-focused states, with their citizens purchasing the most lip care products over the past year. Coming in behind Oregon are the District of Columbia, California, Nevada, New Hampshire, and Massachusetts.

Honestly, we were surprised by the data,” said Thom Campbell, Chief Strategy Officer & Cofounder of Capacity. “We hadn’t figured Delaware and New Jersey to be the hotbeds for lipstick sales.

Capacity works with more than 50 brands within the general retail, beauty, and wellness space, promoting growth. The data is generated from a range of independent direct-to-consumer celebrity and high-end beauty brands.

While beauty is always in the eye of the beholder, our clients help their customers express their style,” added Thom Campbell. “We work with our brands to ensure that the unboxing experience for each lip care product creates delight for the recipient.

The Capacity team partners with the brands to create custom packaging and unique decorative touches from scented tissue paper to handwritten notes, reinforcing the customer experience and building long-term relationships.


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