Lancôme has released details of its upcoming Rouge in Love lipstick line, revealing aims to lure young consumers away from gloss and back to lipsticks.
WWD reported December 30 that the French cosmetic brand will unveil its new range of lipsticks named Rouge in Love worldwide mid-February.
Youcef Nabi, president of Lancôme International, said the brand learned women stopped using lipstick so much due to uninspiring colors and problems with fading.
"The idea is to make this young generation -- that has been a gloss fan -- come back to using lipsticks," she said, adding that the brand has addressed further consumer concerns about the heaviness of classical lipsticks.
"So we invented a formula which is a brand new generation of texture that is at the same time very intense color and six-hour perfect wear."
Actress Emma Watson is the face of the Rouge in Love lipstick line and was captured by Mario Testino for the campaign, which will be launched internationally February.
Watson played a role in developing the shade range, which includes 24 hues divided into three categories: Jolis Matins (beiges and pinks), Boudoir Time (silvers and whites) and Tonight Is My Night (strong colors and golds).
An accompanying nail varnish collection of 24 shades, called Vernis in Love, will also be revealed in February.
Lancôme isn't the only beauty brand to be looking at ways to please younger consumers in 2012.
US brand Revlon, who revealed its color cosmetics campaign for next year earlier this month, previously told WWD that its research had found the least catered for woman in beauty was the "colorful and complex woman," who was younger and more experimental with cosmetics.
Like Lancôme, the label has selected a young actress to front its 2012 campaign for the new ColorBurst Lip Butter lipsticks, with Emma Stone as the face of the colorful balm-style range.
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