Lancome SS10: L'Abslou Rouge

NEW L'Absolu Rouge
Lancôme has launched its range of L'Absolu Rouge Gold Edition lipsticks which it describes as a collector's edition which is available exclusively through travel retail channels.

Each lipstick case has 120 steps before being made: design, cutting, glazing, decoration... Armand Petitjean thought lipstick bottles should be collectable and last forever. In 1951, Lancome launched its first classic lipstick -Clef de Coquette- which is loved by lots of females around the globe. The muse of new lipstick is Kate Winslet photographed by Mario Testino in a gold-red lipstick and nail polish.

This is the first anti-aging lipstick. It repairs lip wirnkles, moisturizes, creates an 3D effect, repairs lips. Colours last long and are vibrant. Includes Pro-XylaneTM and Smoky Soft Pearl Particles to create the best lipstick. Clinical trials confirmed that 95% of users found who used lipstick thought "Lancôme is absolutely the perfect lipstick". 77% of women said their lips were significantly more abundance.

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.

Another 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.

The new offering comes in six shades: Rose Rhapsody; Caprice; Rose Nature; Rouge Rayonnant; Brun Légende and Rose Nu.

Lancôme said: "L'Absolu Rouge's luxurious texture contains an anti-feathering agent that prevents colour from running. The result? The lip contour is perfectly defined for a precise and sophisticated beautifying effect."

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