By  on January 8, 2010

Chanel executives believe now is the right time to seduce consumers back into the habit of using lipstick — and are placing the company’s lip color bets with a new long-lasting and hydrating collection called Rouge Coco Hydrating Creme Lip Colour.

“Women seem to have forgotten how to apply lipstick,” lamented Peter Philips, Chanel’s global creative director for makeup. “We have a whole generation of lip-gloss girls. Now, there’s absolutely nothing wrong with lip gloss — but there is something so feminine about the act of applying lipstick. I want to make lipstick as easy to apply as lip gloss, and for a long-lasting formula to feel comfortable on the lips.”

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