Coming in a creamy texture, the lipstick combines long-lasting moisture and balm features with vibrant colors and shine. “For me what’s really important is that it’s extremely shiny […] so you have the shine of a gloss, but it’s not sticky at all,” said Cantello, underscoring this element.
Crafted to deliver eight-hour-lasting performance, Ecstasy Shine’s innovation lies in the formula and the technology used to create the product. The formula includes a high level of skin-care ingredients, such as hyaluronic acid and three types of emollient waxes, which define the shiny outlook on the lips.
Ecstasy Shine is created through a new, slow process during which the formula is filled from the top and slowly frozen. As a result, once crystallized, the pigments in the texture are finer and determine a better color compared to the usual, rapid-freezing procedures.
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The creative process took Cantello and L’Oréal’s team about a year to develop and 60 trials in the factory to find the right temperature to cool the formula and get the perfect balance between the texture and the color.
Ecstasy Shine will be available in 18 shades, ranging from nude hues, such as the “Ecstasy Shine N.100 Smile” to vibrant reds, such as the “N.301 Desire.” Seven pink tones, such as the bold “N.506 Maharajah” and three plum options, including the intense “N.602 Night Viper,” complete the color palette.
The lipstick comes in a slender, red-lacquered packaging embellished with the signature Giorgio Armani silver logo on the front, which serves as a magnetic closure.
Ecstasy Shine will roll out in the U.S. at $38 beginning in September, but will be available on the label’s e-commerce site starting in mid-August. Successively, the product will hit the shelves of selected perfumeries in Italy in October, retailing at 36 euros.
In Italy, Giorgio Armani’s makeup business is growing in the double digits. Last year, revenues were up 25 percent compared to 2015, while projections for this year indicate a 40 percent increase. In particular, lipsticks are one of the fastest-growing product categories for the label, with sales climbing 160 percent since January.