How it looks on a shelf
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Lip balm is bought on impulse from a crowded field of near-identical objects, which makes presentation a larger part of the sale than the formula is.
The problem of thirty white sticks
Every maker has the same tube. On a market table or a counter unit the differences between brands are a label and nothing else, at a distance of a meter.
Which is an argument for a different format rather than a better label. An oval slider tin, a metal tin, a colored tube or a kraft-paper push-up reads as different before anybody is close enough to read anything.
What reads at arm's length
Color block and flavor name. That is all that survives at a meter.
So a range with a strong color per flavor outsells a range with a beautiful uniform label, on a table, every time.
Your brand name is the thing the customer reads third, after they have picked it up, which is the reverse of how labels are usually designed.
The display unit
Lip balm is a counter product. It needs to stand up, in rows, at eye level, in something that holds its shape when half empty.
A tiered stand or a small branded box is worth more than another flavor. A basket of loose tubes is the commonest presentation and the weakest: nothing faces the customer and nothing is legible.
For wholesale, a counter display unit that the retailer does not have to think about is frequently what wins the order.
Sampling
You cannot sample a lip product the way you sample a soap, and this is the honest constraint of the category.
What works is a tester applied to the back of the hand with a disposable applicator, so the customer feels the texture and smells it without anything going near a mouth.
Say what it is made of out loud. Beeswax from somewhere specific is a stronger sentence than anything printable on a 55 millimeter label.