PARIS — Serge Lutens, Shiseido’s image director for the past 25 years, is rolling out his first makeup collection.
The 11-unit signature line made its debut at Shiseido’s flagship boutique in Tokyo’s Ginza district this September. It then went on sale in Manhattan’s Barneys New York at the end of October and is to hit counters in January at Les Salons du Palais Royal Shiseido here, which sells Lutens’ high-end fragrances. One or two other points of sale in France may be opened later this year.
The line is meant to remain short.
“Most women wear too much makeup, or none at all,” said Lutens. So his aim was to provide women with a coup de pouce (just a little help, in English).
Lutens first planned to produce color cosmetics in 2000, when he introduced his signature fragrance brand, called Parfums Serge Lutens, with Shiseido.
The makeup lineup includes two pressed powders, eight compact foundations and one blusher, including Shiseido’s new nano-dispersion technology — which is said to give a light, even covering, according to Lutens. The collection also comprises six lipsticks, four sets of four eye shadows, one blush, one kohl eyeliner and one mascara.
Prices range from 43 euros, or $50.70 at current exchange, for the mascara, to 145 euros, or $171, for a powder compact. Most of the items are refillable; one refill costs 65 euros, or $76.65, for the powder and the foundation compacts, and 40 euros, or $47.20, for the lipstick.
The collection’s packaging was created by Lutens to convey luxury, with moiré and black lacquer cases featuring mirrors with chamfered edges. The collection is sold in individual, silk-lined gift boxes.
There is no advertising for the niche collection, which industry sources estimate will ring up $2 million at retail in its first year. In-store sampling includes leaflets.