Men’s personal care marketing is in overdrive (2010 has seen Unilever’s biggest launch with Dove for Men and P&G’s most memorable brand character, the Old Spice Man). So, the timing seems right for an upstart like Chapfix. Said to be “engineered for men,” the beeswax-based lip balm features a patented low-profile ABS plastic casing that lays flat in pockets, where most men stow their lip balm, and side grips that aid application in “inclement” conditions. The design, unlike the classic stick format, also prevents the balm from rolling when it’s on a desktop or vanity. Chapfix is backed by Lotta Luv, LLC, a maker of licensed lip products. (Package design: Sean Patrick Smith, Chapfix, www.chapfix.com)