Lancôme gets lippy with L’Absolu Rouge – 24/07/08
Published: 24/07/08
Source: ©The Moodie Report
By Rebecca Mann
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Lancôme lipstick goes back to the future with L'Absolu Rouge
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FRANCE. Lancôme has unveiled a new flagship lipstick line, called L’Absolu Rouge. It will be available in travel retail markets from September.
The range is a modern reincarnation of Lancôme’s Le Rouge Absolu line, introduced in the 1990s, which was itself an interpretation of the company’s Clef de Coquette, a emblematic lipstick said to condense the Lancôme spirit, which made its debut in the 1950s.
L’Absolu Rouge features an improved formula and advanced technology, with Pro-Xylane incorporated within a lip colour for the first time.
Pro-Xylane, which features in Lancôme’s skin care products such as
Absolue Premium ßx, helps to reconstruct the skin’s matrix, ultimately resulting in younger-looking skin, according to the company.
Within L’Absolu Rouge, Pro-Xylane is claimed to help redensify, contour and genuinely smooth lips, by reinforcing and reconstructing lip tissue structure. Lips begin to lose density from the age of 35 onwards, according to Lancôme.
The L’Absolu Rouge case, inspired by that of the original Clef de Coquette, is black with gold detailing, and features a magnetic closing system.
The advertising visual, shot by Nick Knight, depicts house model Inès Sastre wearing a vibrant dusky red shade of lipstick, designed to reference Lancôme’s signature rose motif.
L’Absolu Rouge will be available in 36 shades, with a recommended domestic price point of €27.
A travel retail exclusive trio will be available, featuring the shades Rose Nu, Brun Sépia and Caprice.
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