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Guerlain turns to upcycling for Rouge G Luxurious Velvet

Katie Nichol

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Guerlain turns to upcycling for Rouge G Luxurious Velvet

For Rouge G Luxurious Velvet, the latest addition to Guerlain’s Rouge G lip franchise, the LVMH-owned brand opted to upcycle cases from previous collections. Velvet is the star of the show, from the lipstick textures to the patterned material adorning the cases.

Guerlain added to its Rouge G lip franchise with the introduction of Rouge G Luxurious Velvet this month. For this launch, Guerlain upcycled cases from its 2020 collection that, due to the pandemic, were not sold in the forecasted quantities. Tartan, houndstooth, tweed, chevron stripe… the brand’s zamak double mirror cases (Meiyume) are adorned with velvet fabrics in six different prints said to be emblematic of Parisian wardrobes.

The lipsticks are nestled in secondary packs (Autajon Packaging Durero) that combine gold hot stamping, printing, glossy lacquer and soft touch selective lacquer.

Rouge G Luxurious Velvet was created by Violette, Guerlain Makeup Creative Director. Some 15 shades of the matte formulas are available.

Component

Base, double mirror casesMeiyume

Component

MechanismAlbéa

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BoxAutajon Packaging Durero

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