Wednesday, March 23rd, 2011


Guerlain Rouge Automatique Launches

“The 21st-century Rouge Automatique is created for a mischievous and stylish woman. In one flick of a finger, she reveals the lipstick that will embellish her smile and make her glow with radiance.” — Olivier Échaudemaison, Guerlain Creative Director

While searching through the immense Guerlain archives, Olivier Échaudemaison found a small Art Deco wonder created in 1936 that captured his attention: the original “Rouge Automatique.” Though the legendary lipstick’s craftsmanship and hand finishes were commonplace at the time, the lipstick packaging was a revolution in itself with its single hand push to reveal luxurious color. Olivier now reinterprets Rouge Automatique for the 21st century – re-innovating the piece as the first lipstick without a cap and with an application technique requiring only a single hand.

With “Ne m’oubliez pas” (Forget me not) in 1870, Aimé Guerlain was the first to create the wax lipstick in a gold plated tube – inspired by a cylinder used to mold candles. The new Rouge Automatique builds on this heritage with a lipstick encased in a sleek, structural, gold chamber. Simple, clever and coveted. An elegant accessory steeped in history. And featuring an innovative new formula with a fine, sensual texture that glides over lips to melt on the mouth like second skin…

  • Second-Skin Texture: Sensory oils + waxes with different fusion points gradually liquefy during application, depending on temperature of the lips. The result is a soft sensory film that becomes one with skin, offering impeccable coverage that is neither too oily nor too thick. A lipstick so comfortable that you’ll forget your wearing it.
  • Boosted Colours: Cristal Pigment is a non-opaque pigment that makes it possible to obtain luminous, clear and pure colors. The result is unprecedented light and luminous beiges and pinks that feature tailor-made shine with made-to-measure sheerness.
  • Long-Lasting Hold: Offering exceptional shine, stay-put and feather-proof color, the formula utilizes a complex of oil and resin that act in harmony to accentuate shine and hold. The oil is rich, not sticky, with high refraction power.

There are 25 shades with legendary names, alluding to the Guerlain spirit and creations. Each shade retails for $35.

Unforgettable Beiges

  • 100 Apres l’Ondee
  • 101 Voilette de Madame
  • 102 Ne M’Oubliez Pas
  • 103 Chant d’Aromes
  • 104 Jicky
  • 105 Vol de Nuit

Passionate Reds

  • 120 Coque d’Or
  • 121 Rouge d’Enfer122 Liu
  • 123 Habit Rouge
  • 124 Samsara
  • 125 Vega

Flamboyant Oranges

  • 140 Mitsouko
  • 141 Quand Vient l’Ete
  • 142 Fleur de Feu
  • 143 Nahema

Loving Pinks

  • 160 Bal de Mai
  • 161 Cherry Blossom
  • 162 Bloom of Rose
  • 163 Rose Bengale
  • 164 Chamade
  • 165 Champs-Elysees
  • 166 Shalimar
  • 167 Guet-Apens
  • 168 L’Heure Bleue

availability: April 2011 at select locations of Saks Fifth Avenue, Neiman Marcus, Nordstrom and at Bergdorf Goodman

See more photos! 




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23 thoughts on “Guerlain Rouge Automatique Launches

  1. Lucie

    Very cool! The packaging is a little gimicky, but if it’s a good lipstick formula who cares. Love that the colours are named after Guerlain fragrances. Might be a little too sheer and glossy for my taste, but we’ll see.

  2. serene

    I’m getting one just for the packaging. Well done Guerlain! What a beautiful case!

  3. robyn

    How interesting is that AVON had the same tube and application years ago. reese witherspoon has been rocking that. I have 6 or 7 avon colors with that applicator

  4. ooooh, I want all the ones named after their perfumes. *saves up her pennies*

  5. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Etaoin baby in a corner

    I want! Beautiful! Love guerlain lipsticks!

  6. Hilary♥

    It all sounds very interesting but I bet they’ll be effin expensive. =( Beautiful packaging though!

  7. Faye

    Oh boy . . . I sense some new (unneeded) lipsticks in my future! Well, I guess in comparison to the Rouge G’s these are a bargain :).

  8. Svetlana

    So far I only 1 one Guerlain lipstick (a Kiss Kiss one) but I really wanna try these new ones, they seem to be really nice!

  9. lazeny

    Wow! I’m going to get me these as soon as possible! I love Guerlain lipsticks, 50% of my stash are Guerlain. I also collect the perfumes. Though I wonder why Shalimar is categorized under Loving Pinks. I always think of sinful red lipstick whenever I spritz Shalimar..

  10. Ashley

    I never have used any of their lipsticks, but my mom always wore Samara perfume when I was younger…I may need to get that one for her!!!

  11. Lisa

    Okaaaay…so I had pretty well jumped OFF the high-end, expensive lipstick wagon. Darn it, Guerlain! I think I may just have to splurge (BIG TIME) for one of these beauties!! :D

  12. xiao

    have been waiting for this since early feb!

  13. venice

    Guerlain lipsticks are one of the best in the market but its cost is killing me! Guerlain packaging is the best but can’t help but think that I am paying more for the packaging than the cost of the lipstick. Guerlain, you can do better. Really! I am sure you can come-up with a wonderful formula (as always) with a sophisticated and elegant packaging at a reasonable price.

  14. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Polly Polly

    Cherry Blossom & Mitsouko <3

    Looking forward to tring them !!

  15. Aw, no “Insolence”, my favorite perfume! Oh well, I’m still so excited to see these!

  16. Amanda

    Christene will these be available at sephora?

  17. Ruth

    WANT NOW OR HULK SMASH !!!!!!!!!!!!!!! Guerlain lippies are my addiction Christine !

  18. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Cathy Angelcat47

    The formula sounds fab and that case looks amazing!! I,of the drugstore lipsticks,may even have to buy one.

  19. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Mena Mena

    J'<3dore !!

  20. Lena

    wow guerlain is rolling with the lip products. i’m just about to get one of those rouge g’s (finally!), now here’s another one i prolly can’t resist.

  21. AZ

    You sure it’s .21 oz? that seems like twice the size of a normal lipstick.. if it is then it’s kind of a steal!