Giorgio Armani Launching Lipstick Line "Rouge Ecstasy"

In September, Georgio Armani will launch its 36-stockkeeping-unit lipstick line, Rouge Ecstasy, which it is calling the first "triple c" lipstick - color, comfort and care.

"This new, innovative hybrid product marks the start of a new era in lipstick," said Véronique Gautier, international general manager for Giorgio Armani Beauty. "It is a solid, melting lip balm with the color intensity of a lipstick, 12-hour hydration and reparative actions. It also has a higher viscosity than a balm would, so the formula doesn't migrate on the lips."

The centerpiece of the technology is called the Melting Cream Complex, which is said to deliver skin-care benefits with high-impact color. "Regular lipsticks are chiefly comprised of liquid oils solidified by waxes, while a low proportion of melting moisturizing pastes ensure comfort," explained Alexandre Choueiri, general manager of Giorgio Armani Beauty. "Inspired by the formulation of a lip-care product, the oily phase has been decreased and replaced by the highest concentration of moisturizing pastes ever reached in a lipstick, while solid waxes were decreased to preserve the comfort of lightness. The formula also continuously feeds the lips with the Armani regenerative 3R serum complex for moisturization, and the moisturizing paste also contains a water magnet agent that captures external moist and fixes it in the lip cellular tissues." The 3R serum complex contains linseed, Pro-Xylane and vitamin C.

The 36 shades are broken down into three groupings: incognito, fatal and eccentrico. Incognito is a selection of second-skin beiges and browns; Fatal offers bold reds and purples, and Eccentrico features corals and pinks.

"The Armani philosophy is the right color in the right texture," said Gautier. "Each of the 36 colors can suit any woman in any mood of the day, because they each have a different recipe, playing with different levels of pigment, pearl and brightening fillers. The reds are true reds but not overpowering; the beiges are soft and luminous but never too white, yellow or chalky. The corals are fresh and never look painted on, the bois de rose and brick colors are muted but sophisticated, the darks never look dull."

The lipsticks will retail for $34 each and will be sold in about 180 doors, including Saks Fifth Avenue, Nordstrom, Neiman Marcus, Sephora and select Bloomingdale's and Armani boutiques.