Guerlain Rouge Automatique Lipstick for Spring 2011

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).

Source: WWD

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HAHA “Toaster”! Good way to completely undermine Guerlain’s glamour!! I hate to agree though… looks ugly… Some Art Deco definitely is best left in the past… xx

Actually, I remember lipsticks in push up cases that look remarkable similar to Guerlain’s. That, however, was not Art Deco. It was in the early 50’s. Hopefully Guerlain’s lipstick formula will be much better than the case. It wasn’t great back then; it won’t be great now. What I’d really like is for Guerlain to make the Rouge G case refillable. Now that would be something special!

I’m tempted more for nostalgia than because I really feel the need to pay that much for a lippie. But Jicky was my first fragrance and I always loved Guerlain’s old classics so might buy one just as an “homage” to Jicky or L’Heure Bleu but I need to see them first.

All cosmetics are FDA approved, so I would imagine that whatever technology they’re using, is safe for ingestion. (This is why, for instance, many PRO products by MAC are not lip safe, because of the ingestion risk!)

Not a fan of Guerlain’s pricing for lippies, of course, but love the idea of honoring the fragrance history of the brand with the names. Hope they won’t focus on all the recent super-sweet perfumes, of which there are seemingly hundreds, and will name after their great classics: I want to see Apres L’Ondee, L’Heure Bleue, Jicky, Shalimar, Mitsuoko, Chamade and Nahema!

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