Givenchy's new Rouge Interdit Vinyl Lip Collection


Givenchy quietly opened its first U.S.-based pop-up beauty store Thursday, giving consumers a preview of products not hitting other retail outlets until March.

The 650-square-foot space, located at 155 Spring Street in SoHo, will be open until the end of March. On one side of the space, painted tin walls back up black fixturing featuring Givenchy’s full fragrance portfolio; on the opposite side of the store, black fixturing showcasing color cosmetics — including the new Rouge Interdit Vinyl lipstick collection and Teint Couture Cushion foundation. The cash wrap incorporates red lacquer. Brand visuals — including a new print ad featuring Amanda Seyfried, the face of the Very Irresistible Givenchy scent — are festooned throughout.

The lip line is powered by black rose oil for moisture and a silicone resin that gives lips a high shine. Rouge Interdit Vinyl is available in 15 colors, each $33. The slimline compact is finished with a metallic satin ribbon.

Teint Couture Cushion foundation is packaged in a compact containing a metal delivery system. When the user pushes down with the included applicator, a measured dose of foundation is delivered via the plate, in the shape of Givenchy’s square logo. The formula will be sold in six shades, each $50.

In March, the new products will enter Sephora, sephora.com, Barneys New York, barneys.com, Neiman Marcus and neimanmarcus.com.

A Givenchy spokeswoman declined comment on whether additional pop-up stores are planned, calling the Spring Street space “a test.”

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