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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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