By  on August 15, 2008

PARIS — Lancôme will begin a global rollout in September of a new lipstick collection, called L’Absolu Rouge, as part of its Rouge Absolu line. It is the first to contain Pro-Xylane, an antiaging molecule patented by L’Oréal, the brand’s parent.

“It is a global product,” said Xavier Blin, worldwide director of development labs for L’Oréal’s luxury products, of L’Absolu Rouge.

Thanks to Pro-Xylane, L’Absolu Rouge helps to deliver density, contour and smoothness to lips, he added. The new lipsticks’ formula also combines organic and inorganic pigments for vibrant color and optimal coverage, according to Lancôme. Plus, there is SPF 12 added to each of the 36 shades, some of which give a nod to past Lancôme lipstick colors, and compounds to help keep lips moisturized.

L’Absolu Rouge lipsticks are contained in tubes with a design that takes a cue from Lancôme’s Clef de Coquette lipstick from 1951. The shape has been updated, including a more ergonomic, curvilinear form and a magnetic system that helps the lipstick snap shut.

Photographer Nick Knight shot Lancôme face Inès Sastre for the L’Absolu Rouge advertising.

While Lancôme executives would not discuss sales projections, industry sources estimate that the new lipstick line could generate $80 million in retail revenues in the first 12 moths globally after its launch.

In the U.S., there will be 15 shades of L’Absolu Rouge lipstick available, for $29 each, starting in September

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