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.”
Rouge Coco, which will launch in March, is intended to become one of the brand’s lipstick pillars and will replace the existing Hydrabase line, said Andrea D’Avack, president of Chanel Fragrance & Beauté.
“In the U.S. and Japan, lip gloss is about half of the lip category,” said D’Avack, noting that is not true of the French market. “We think Rouge Coco is a real step forward in terms of customer benefits. It has a comfortable texture and sophisticated yet very wearable shades. We believe it will appeal to a wide variety of consumers.”
“Rouge Coco is one of the most important launches from the House of Chanel in 2010,” said John Galantic, Chanel’s U.S. president. He asserted that the new product will develop into “an iconic new makeup pillar” for Chanel.
Every one of the 30 shades in the line — each $30 — is named for a part of Gabrielle “Coco” Chanel’s life, such as Mademoiselle, a soft pink; Camelia, a deep rose, and Paris, a bright red. The colors are broken down into four color families: Roses-Pinks; Reds-Corals; Violets-Berries, and Neutrals-Browns. Shade selections globally will vary by market, Philips noted. In the U.S., Chanel will offer nine shades in the Roses-Pinks category; eight in the Reds-Corals family; four in the Violets-Berries category, and nine in the Neutrals-Browns category.
An additional seven shades will circulate internationally. “The needs of women globally require this,” said Philips. “We needed more than one beige, more than one pink; in fact, the color range overall is mainly beiges and soft pinks — but skin tones vary from region to region, as do shade preferences.”
While declining to discuss specific ingredients about the formula, D’Avack noted that the line includes Hydratendre Complex, said to soften, soothe and condition lips, as well as boost their ability to hold in moisture.
The lipstick’s case harkens back to Chanel’s history: it is black metal closed with a wide gold ring, replacing the black plastic used most often recently. The brand’s signature interlocking Cs are both on the outside and the inside of the cap, and the Chanel name is carved into each bullet, noted Christine Dagousset, executive vice president of Fragrance and Beauté for Chanel.
In the U.S., Chanel’s color cosmetics are distributed in about 700 department and specialty stores, including Saks Fifth Avenue, Neiman Marcus and Bloomingdale’s. The line will also be available at chanel.com.
French actress Vanessa Paradis — who first appeared in Chanel advertising in 1994 in a campaign for the brand’s Coco fragrance — will be featured in the Rouge Coco advertising, which was shot by Jean-Baptiste Mondino. “Vanessa has been very linked to the house over the years, and she represents a young, sophisticated woman who we also believe will be the consumer for Rouge Coco,” noted D’Avack.
Both print and TV ads have been shot; in the U.S., print advertising will begin in March fashion, beauty and lifestyle magazines. TV has not yet been confirmed for the U.S. market.
While none of the executives would discuss sales figures or advertising spending, industry sources estimated Rouge Coco would do about $13 million at retail in the U.S. in its first 12 months on counter. Industry sources estimated Chanel would spend about $11 million on advertising and promotion in the U.S. during Rouge Coco’s first 12 months on counter.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)