More than 120 years after its creation, Chapstick has managed to stick around, changing very little over time. In fact, today the lip balm has its own website—but does the brand’s site have web browsers licking their lips?

The brand’s homepage is simple, with the center of the page dedicated to showcasing the product line. Visitors can learn about the different variants by clicking on one of the options on the left toolbar, which include Medicated, Peppermint, Pirates of the Caribbean and the New True Shimmer varieties. Indeed, Chapstick’s extensive product portfolio has something to suit everyone’s taste. Each product page provides helpful details on uses, active ingredients and directions, ensuring that consumers have complete knowledge of the product—and brand—they are using.

The brand is known for being innovative and developing flavors such as Nemo Lip Balm and Princess Lip Balm inspired by the Disney movies Finding Nemo and The Little Mermaid. The brand is also socially responsible and offers its product in pink packaging to support breast cancer awareness. Information on these limited editions is available on the website.

There is also a link to an online shop, which directs the visitor to the websites of online pharmacies in the US where the Chapstick brand is sold—namely CVS, drugstore.com, Walgreens and Duane Reade. There’s also a link at the bottom of the left sidebar called “Wyeth Special Offers,” which promotes other products from Wyeth’s extended portfolio such as Advil, Centrum, Preparation H and Dimetapp.

Though on Chapstick.com there is a link to the parent company’s site, Wyeth Healthcare, the brand needs to project its vivid history on its own online platform—a history that differentiates Chapstick from similar products and branding. An “About Us” section could highlight the evolution of the brand through a combination of text and illustrations. Certainly a missed branding opportunity.

In general, Chapstick’s website embraces the brand’s essence by affording visitors useful information through a straightforward approach that reflects the brand’s pragmatic purpose and simple design. However, most Chapstick users understand that the product is addictive in an innocuous way, and added interactivity to Chapstick’s website would certainly have them coming back for more, one swipe at a time.