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.
- 100 Apres l’Ondee
- 101 Voilette de Madame
- 102 Ne M’Oubliez Pas
- 103 Chant d’Aromes
- 104 Jicky
- 105 Vol de Nuit
- 120 Coque d’Or
- 121 Rouge d’Enfer122 Liu
- 123 Habit Rouge
- 124 Samsara
- 125 Vega
- 140 Mitsouko
- 141 Quand Vient l’Ete
- 142 Fleur de Feu
- 143 Nahema
- 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
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Guerlain Rouge Automatique to Launch
In April, Guerlain will launch Rouge Automatique, a 25-color range of lipstick. Each shade is named for a Guerlain fragrance from the past, present, or future. Olivier Echaudemaison, Guerlain’s creative director, stated that it’s supposed to be somewhere between Guerlain’s Rouge G and Kiss Kiss Lipstick Lines. It’s texture is to be a balance of shiny and long-lasting (3 hours), have a “second skin effect” such that it becomes liquid when it touches the lips. The pigments are encapsulated in glass, which are supposed to make the colors truer and more vivid. Though no price was listed, it sounds like it will be in the upper $30s range (KissKiss being $31 and Rouge G being $46).