NEW YORK — Yves Saint Laurent is taking its latest lip launch, well, personally.

With Rouge Personnel, coming in October, the brand is aiming to provide individual looks for consumers, noted Linda Cantello, the brand’s artistic adviser for makeup.

“Our aim was to provide a lot of different looks in one tube,” said Cantello, who explained that nearly all of the lipsticks — 23 of the 24 — feature an adjustable formula, with successive coats changing the effect of the color. With one swipe, a consumer has a light, transparent color coat; with two swipes, it’s a satin finish, and with three, it’s a high-gloss finish, she explained.

“The only reason you need to buy more than one is to have a range of different colors, rather than buying different-finish variations of the same color,” said Cantello. A 24th shade in the line, Personal Frost, is a pearlized clear formula which allows users to personalize all of the other shades, said Cantello. The color range includes pinks, reds,browns, beiges, mauves and violets — “something for everyone,” Cantello noted. Each lipstick will retail for $27. Additional shades are slated to join the collection each season.

The lipstick line’s key ingredients are the proprietary serilisse-H and serilisse-P complexes. Both are bifunctional particles developed for YSL Beauté that are composed of mineral bases. Serilisse-H adds acacia gum and hyaluronic acid to the mix, intended to facilitate smoother, hydrated lips, while serilisse-P’s mineral base is coated with acacia gum and and tomato lycopene, intended to protect against free radicals and the effects of UV rays.

“These complexes offer amazing staying power, and also make the lips look smoother and catch the light, intensifying the effect of the pigments,” said Cantello.

The lipsticks also employ hydrating microspheres, concentric layers of sucro-esters that are intended to make the lipsticks creamier and easier to apply, as well as hyaluronic acid that is gradually released, which is intended to keep lips hydrated all day.

Rouge Personnel’s tube is clear on the bottom to show the color, topped with the brand’s signature brown cap and finished with a gunmetal-shaded logo. The YSL logo is also embossed directly onto the lipstick bullet, and each lipstick is lightly scented with a fig-cinnamon-vanilla combination.The Rouge Personnel lineup will be available in 189 U.S. department and specialty store doors, including Saks Fifth Avenue, Neiman Marcus, Barneys New York and Bloomingdale’s. Industry sources estimated that the line would do $3 million to $4 million at retail by yearend 2003.

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