Lancôme has unveiled a new lipstick collection called Rouge in Love, to be fronted by actress Emma Watson. The line will be launched into travel retail worldwide from February.

The Jolis Matins shades of Lancôme’s new Rouge In Love lipstick collection, on-counter in travel retail from February

Rouge In Love is said to deliver long-lasting colour and shine. The texture is described as light and comfortable, “like a second skin, with added shine”, according to the brand. It also offers a buildable make-up finish, to facilitate a tailor-made look.

The formula is said to melt on application, leaving an essential concentrate of colour on the lips. At its heart is an exclusive “colour catching” polymer, which forms a fine film on the lip surface, on which pigments and satin-like agents are captured. Both colour and shine last for up to six hours, according to the brand.

The new lipstick is presented in modern, metallic packaging. The case is a sleek, brushed silver, with a mirror motif on the front inscribed in red with the words “Rouge in Love”. The back of the case sports matching red stitching, designed to evoke the weave of couture stockings.

The Rouge In Love collection is divided into three distinct sections, with colours to suit different times of the day, or the different moods of consumers. In total there are 24 shades, split into three separate segments: Jolis Matins, Boudoir Time and Tonight Is My Night.

The lipstick face is Lancôme brand ambassador, actress Emma Watson, best known for her portrayal of Hermione Granger in the Harry Potter film franchise. The campaign was shot by photographer Mario Testino.

Watson is also the face of the new Lancôme fragrance Trésor Midnight Rose.