Back in May, Balmain’s creative director Olivier Rousteing announced on Instagram an upcoming Balmain x L’Oréal Paris collaboration of a limited edition lipstick capsule collection, with a picture that showcased several shades of lipstick in shimmering metallics and sheeny matte reds, plums, nudes, pinks, oranges and berries.
We knew then that the collection would launch in September and that the lipsticks, advertising and packaging would all be designed by Olivier Rousteing. We knew to expect 12 shades in three new colour themes, with selected Balmain Paris stores and select retailers worldwide showcasing a limited edition ‘jewel’ edition. We knew the lipsticks would come in L’Oréal Paris’ popular Color Riche formula, the N°1 lipstick globally, that sells worldwide every 3 seconds. Now we finally have a first look at what’s coming!
Over the last week, Balmain, Olivier Rousteing and L’Oréal Paris have been rolling the first look at the Balmain x L’Oréal Paris lipstick collection on Instagram. So far, we’ve had a look at the first three colours of the 12 matte finish lipsticks. First up was the Couture Star Shade – a shimmering, nude, rose gold lipstick called Confession, modelled by Doutzen Kroes.
Next up, we saw a sneak peek of the Rock Star Shade, a dark Cadbury’s purple shade modelled by Soo Joo, called Freedom.
Next up was Balmain Instinct, from the Glamazon Tribe – a military green modelled by Ysaunny Brito.
Three shades from the dozen of new Balmain x L’Oréal Paris lipstick shades will be featured in a “jewel edition” that you’ll be able to shop at Balmain stores. As for the others, the limited-edition lipstick shades will debut during the next Paris Fashion Week, which happens in September. Soon after, they will be available at select stores where L’Oréal Paris is sold.
Rousteing loves a collaboration of high fashion and affordable luxuries, and this is Balmain’s first beauty collaboration following previous collaborations with H&M and Beats by Dr. Dre.
“L’Oréal Paris and Balmain share the same strong vision of femininity and the same goal, to empower women and offer them diverse ways to express themselves,” Rousteing told Vogue. “With this collaboration, I’m thrilled to make this idea tangible for every woman around the world.”
Launching your first look of a new product on social media is the new norm, and Olivier Rousteing was one of the first creative directors of a luxury label to launch a personal Instagram feed, where he reaches 4.6million followers on his personal account. The Balmain official account has 7.1million Balmaniac followers, who leave tens of thousands of likes in minutes – particularly on pictures including the hashtag BalmainArmy, which includes everyone from Hadids and Jenners to original supers Cindy Crawford and Claudia Schiffer, so be prepared to see a Balmain x Colour Riche lipstick coming soon to an Instagram feed near you.
In an interview with Interview last month, Olivier spoke about being early to Instagram and the criticism he received for it: “When I was starting my Instagram, a lot of people on my team were really scared. Like, “How can you be popular while selling clothes for more than 3,000 euros?” But when you become controversial, when you want to promote new ideas, you need to be the face of it and not be scared. That’s why I decided not to hide on my Instagram, but it has not been an easy process. As a public figure, there are a lot of people who love you, and so many who hate you. I really respect the new generation, people who are maybe 12 or 13. I think it’s really important to understand the future customer—their tastes and their dreams. What my generation is dreaming of is different from what my parents dreamt.”
Between the Balmain x L’Oréal Paris lipstick collection, the second Victoria Beckham x Estée Lauder make-up range collaboration and the upcoming Rihanna Fenty Beauty collection, it looks like AW17 might be the best ever year for beauty collabs.
The Balmain x L’Oréal Paris lipstick collaboration will be available from September 17th.