Sep 13, 2018 | By Sarah Owen
Get more with a WGSN membership. Click for a demo.
Giorgio Armani Beauty is adding a new category of alphabet-themed products into the lipstick market: Rouge Ecstasy Triple C (which stands for color) will add new interest to the brand’s already existing makeup line with formulas. The “solid lip balm with the color intensity of a lipstick, 12-hour hydration and reparative actions” promises to offer a “higher viscosity than a balm would so the formula doesn’t migrate on the lips,” Women’s Wear Daily reported.
The hybrid lipstick will be available in 36 colors and retail for $34 each at 180 doors: high-end American department stores such as Saks Fifth Avenue, Nordtrom, Neiman Marcus and select Bloomingdales stores. It will also be sold at Sephora and Giorgio Armani boutiques.
What’s special about the launch is the creative marketing campaign, which feels like it would appeal to a younger demographic. WWD reports that the campaign will be digital: a video clip featuring beatbox music by Finnish beatboxer Felix Zenger and all 36 shades of the the CC lipsticks will launch on YouTube in mid-September.
Glynnis Mapp, Stylesight Beauty Editor
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.