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Guerlain Rouge Automatique Launches in April 2011 2011-04-18 05:00:38

Guerlain Launches the First Capless Lipstick


More than 180 years after its naissance, Guerlain is looking to the future — by going all the way back to 1936. That's when Guerlain launched Rouge Automatique lipstick, packaged with a sliding "push-up" button for application. Fast forward to the present day, when creative director Olivier Échaudemaison spotted a vintage advertisement for the original product. Inspired by its design, he reinterpreted the lipstick with a new formula, 25 shades, and clever packaging. The new Rouge Automatique ($35) is the first-ever lipstick without a cap, which allows for one-hand application. Each of the 25 shades refers to the perfume house's history, so if you've ever wanted to wear Jicky or Samsara on your lips, now's the time. Above is a vintage advertisement with the original Rouge Automatique; to see the new design and campaign with Natalia Vodianova, keep reading.

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mommahello mommahello 5 years
Yes, I've been around long enough to remember the slide. I have actually lost the cap under my car seat before. Very difficult to retrieve. So, this is the way to go, I think.
amandachalynn amandachalynn 5 years
Avon also had the Pro To Go lipstick a while back that had a slide up instead of a cap.
Annie-Tomlin Annie-Tomlin 5 years
I don't know this gloss! Googled it and you're right, it looks similar. The Guerlain packaging is a bit different, though — the top slides away into the packaging rather than flipping up. Hard to describe, but it's pretty fancy.
Jaime-Richards Jaime-Richards 5 years
Ah, the memories. Whenever I see Bonne Bell anything it reminds me of junior high. Looking forward to trying these cap-free lipsticks from Guerlain, though.
JessRose JessRose 5 years
Haha - so true theglossaire - I was JUST thinking that when I first saw this... I remember my BB flipgloss - it was the fruit punch flavored one...
theglossarie theglossarie 5 years
bonne bell definitely did this in the late 90's/early 2000's with their "flip gloss" - it really is very handy! wonder if other companies will follow suit?

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