Guerlain has revealed the Rouge G Luxurious Velvet Collection, a new lipstick range that features the brand’s most refined matte velvet lipstick formula to date. The collection was pre-launched in Asia Pacific travel retail this month, with a global travel retail rollout planned for September.
The collection also marks new Guerlain Makeup Creative Director Violette Serrat’s debut launch for for the LVMH-owned beauty and fragrance house.
Serrat commented, “I choose Rouge G because it bends to suit all desires. It offers a huge variety of shades and textures. It’s where lip personalisation starts.”
The Rouge G Luxurious Velvet line offers a soft, long-lasting matte lipstick formula and is available in 15 shades embracing browns, reds, pinks and nudes.
The formula has been infused with nourishing mango butter and mattifying silk wood extract. It offers up to 16 hours of intense lip colour.
The collection introduces four new signature red lipstick shade to Guerlain’s Rouge G offer: No. 880 Ruby Red, No. 214 Flame Red, No. 88 Burgundy Red and No. 910 Black Red.
The Rouge G Luxurious Velvet line comes in refreshed bullet-shaped lipstick case with rounded base. It is also available in six new upcycled lipstick cases dressed in velvety fabrics like houndstooth, tartans, and French chevron stripes.
According to Guerlain, the materials offer a velvety twist to fabrics traditionally found in Parisian wardrobes.
Guerlain’s old collector cases have been recycled and dressed in new autumnal fabrics in accordance with the brand’s commitment to promoting circular economy practices.
The Rouge G Luxurious Velvet campaign was captured by Norwegian photographer Sølve Sundsbø and stars Guerlain Brand Ambassador Natalia Vodianova, Chinese Model He Cong and Senegalese Model-Italian Model Maty Fall.
