Matte lipstick's new moment

I remember matte lipstick had a huge moment in the ’90s. Red was the rage and suddenly we all went around looking like chic French women, with our lips veiled in matte red. The more daring among us even sported crimson in the daytime.

Times changed, gloss came along, and maybe lipstick became less important. Just as people started dressing more casually, the lip look got casual as well. One slick of gloss and you were done.

But for the French, who seem to have glamour ingrained in their bones, lipstick never left. They know that there’s nothing more sophisticated or seductive than full, well-defined, vibrantly colored lips — and that’s a look you can only achieve with lipstick.

In 2006, French brand Chanel rose to the challenge and brought back the bold, sexy lip. They introduced Rouge Allure, a new generation of lipstick that had a satiny, melt-away texture but was no pale gloss; instead, it drenched lips in rich, luminous color. A product that special needed packaging that was equal in stature, hence Chanel remade the lipstick tube into a luxury object. Push the gold bottom of the black bullet and it opened with a click, like an elegant spy gadget. Out slipped a gold case holding the creamy cylinder of lip color.

The bold, sexy lip is back: Chanel’s legendary red can be worn on both lips and nails.

Not surprisingly, Rouge Allure became a hit, spawning many more incarnations.

In 2009, Chanel issued Rouge Allure Laque, a more intense lipstick with an even creamier texture and lacquered shine. Its feather-like applicator was easy to use and ensured absolute precision when you applied it.

In 2010, the French brand elevated the gloss into another objet d’art with Rouge Allure Extrait de Gloss. Possessing Rouge Allure’s signature black and gold lacquered case, Extrait combined the high shine of a gloss with the color intensity of a lipstick.

This year the latest addition to the range is Rouge Allure Velvet, which Chanel says is an alternative way of wearing lipstick. In essence it reinvents the drying matte finish of the Nineties with a hydrating velvet texture for the Noughties, and takes bold, luminous color to a new level.

Color match: To accompany Rouge Allure Velvet, Chanel is releasing three new nail polishes and a topcoat that imparts a matte finish.

“I love lips that are intensely colored and matte,” Peter Philips, creative director of Chanel Makeup, says in the literature. “It’s a very dramatic, sophisticated look that can make heads turn. Like velvet, I wanted it to be comfortable, intense and matte, while seeming to glow from within. It was a challenge — these qualities don’t always go hand in hand, but we managed to guarantee this result with Rouge Allure Velvet.”

Velvet’s innovative formula combines the mattifying and smoothing properties of silicone micro-beads with a new generation of ultra-thin mother-of-pearl particles to add luminosity.

A derivative of jojoba oil treats lips to a velvety-soft and surprisingly comfortable texture. Not only does Rouge Allure Velvet feel weightless, it’s as moisturizing as a satin lipstick and fills in and smoothes lips.

To get the vivid shades, these lipsticks contain a high concentration of micro-pigments to maximize color intensity, and the range includes 11 hues to suit every personality and mood. Feeling bold and magnetic? La Fascinante is a deep, classic red. Want the more laid-back glamour of a resort? La Ravissante is a light coral with amber shimmer. Out to charm and flirt? L’Exuberante is an intense pink with a hint of insolence.

“The best way to apply it is to start by tracing the lip contours with a lip liner and then fill them in with lipstick before gently blotting lips with a tissue for improved hold,” advises Philips.

Lip service: Chanel’s Rouge Allure Velvet range has 11 shades to suit every personality and mood.

And there’s more exciting news: you can echo the effect of Rouge Allure Velvet on your nails. Yes, ever the nail fashion trendsetter, Chanel is issuing three new nail polish shades to accompany the lip collection: Pirate, a re-release of Chanel’s legendary red; Rose Exuberant, an elegant hot pink; and Rose Caché, a soft and natural petal shade. What’s more, a topcoat called Velvet can be applied over the nail enamels to coat your nails with a similarly matte finish. You can’t get more modern — or matchy — than that.

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Chanel is exclusively available at Rustan's.