Strategic positioning Brand-, logo- & packaging identity: IKA Beauty GLOW as YOU are! When you are your best you, you glow! That’s why IKA developed the perfect GLOW BALM for you in your trusted yellow bullet. Like a hybrid serum and tinted balm. Its decadent yet lightweight texture makes it feel like a serum disguised as a balm! Not sticky, not tacky but just the right pampering for your lips. No confusion with a lipstick. It’s au naturel and dewy YOU!