By  on February 25, 2011

For one of Guerlain’s newest offerings, its creative director, Olivier Echaudemaison, took his inspiration from the brand’s storied past.

Rouge Automatique, a 25-shade lip color line which bows in the U.S. and Europe in April, takes both its name and its inspiration from a 1936 Guerlain product of the same name, Echaudemaison noted. Not only that, each of the 25 shades is named for a Guerlain fragrance — past, present or future, since the company has 600 registered fragrance names, he explained. Shades range from beiges and reds to corals, oranges and pinks. The color emerges from the gold tube by pushing a lever, which opens the cap and reveals the color bullet.

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