Guerlain Rouge Automatique Lipstick Named After Classical Fragrances


In April, Guerlain will unveil the new lipstick collection Rouge Automatique, inspired by the classical heritage. 25 shades of the new lipstick are named after the perfumes from Guerlain archives.

Unforgettable Beiges Passionate Reds Flamboyant Oranges Loving Pinks








122 LIU



125 VEGA















Availability/Pricing: The new Spring shades of Rouge Automatique are available in April 2011 for $35 at select locations of Saks Fifth Avenue, Neiman Marcus, Nordstrom and at Bergdorf Goodman.

See color swatches below (click on the photo to make it larger)

Swatches About the product:

“While searching through the immense Guerlain archives, Olivier Échaudemaison [Guerlain Creative Director] found a small Art Deco wonder created in 1936 that captured his attention: the original “Rouge Automatique.” Though the legendary lipstick’s craftsmanship and hand finishes were commonplace at the time, the lipstick packaging was a revolution in itself with its single hand push to reveal luxurious color.  Olivier now reinterprets Rouge Automatique for the 21st century – re-innovating the piece as the first lipstick without a cap and with an application technique requiring only a single hand.

With “Ne m’oubliez pas” (Forget me not) in 1870, Aimé Guerlain was the first to create the wax lipstick in a gold plated tube – inspired by a cylinder used to mold candles. The new Rouge Automatique builds on this heritage with a lipstick encased in a sleek, structural, gold chamber. Simple, clever and coveted. An elegant accessory steeped in history. And featuring an innovative new formula with a fine, sensual texture that glides over lips to melt on the mouth like second skin…” Via press release


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  • Olfactoria: I don’t care for the gimmicky packaging, but the names – aaah! Knowing myself I will certainly find one or two (or five) shades to love among the many offered. Lipstick is therapeutic! 🙂 March 29, 2011 at 3:55am Reply

  • Suzanna: Guerlain has been all about the package for a while now. First, the Rouge G series, with its heavy bullet case, and then an LE eyeshadow that embedded a plastic container into a heavy silver case. Now this. However, it is ten dollars less than the Rouge G and, swatch error nothwithstanding, Guet Apens may have my name on it. March 29, 2011 at 9:00am Reply

  • Carla: I have a Nars lipstick called Rouge d’Enfer. I think I really bought it for the name. As for the photo, I still can’t believe how strong the brows are lately! I kind of like it, but it’s such a trend. It’s how we’ll identify photos as being from this time period years from now. The 90’s were all about thin brows as I recall. March 29, 2011 at 9:30am Reply

  • RMF325: I hope I manage to keep my head on straight and only purchase the colors that look good on me rather than just being enchanted by the names of the lipsticks. Guerlain’s fragrances have always been my favorites, so this could be difficult. March 29, 2011 at 9:41am Reply

  • sweetlife: They are doing this just to make my vintage searches on google/ebay more difficult, I know they are…*grumble, grumble, grumble whycan’ttheyjustmakeperfume grumble grumble*

    Not that I have anything against a new lipstick now and again! 😉 March 29, 2011 at 10:33am Reply

  • Maria: Everything sounds great but the face of the ad. Her face doesn’t express anything. I am still not clear whom Guerlain wanted to attract with her, young people or old men? And she goes for Shalimar! March 29, 2011 at 6:45am Reply

  • OperaFan: I have to say that the name-to-color matches seem to be rather random and wacky. The model (Natalia?) exudes a very striking sexy, youthful innocence, but I don’t think it grabs the attention of those over the age of 35, who might be looking for a slightly more mature image. If Guerlain is targeting the younger pocketbooks, then they need to lower their prices.
    That said, I love Guerlain lipsticks and will be seeking these out regardless the face that fronts them.
    a:) March 29, 2011 at 10:54am Reply

  • Gitcheegumee: I,ofcourse,was immediately attracted to the orange colour range.

    And for some unknown reason, I thought -at first- that the lipsticks were each infused with that correlating scent.(I have often thought -“Gee, that smells so good I wish I could eat it.”)

    I DO recall that many years ago,lipsticks had remarkable scents,and as a child I was mesmerized by the differnce in brands’ fragrances…and would sniff away contentedly until the beloved tubes were remanded by their rightful owners.LOL! March 29, 2011 at 11:20am Reply

  • Victoria: I completely agree with you. Natalia looks photoshoped to death, to top it all off! It is not at all clear what audience they are targeting, which you've noted so well. March 29, 2011 at 7:27am Reply

  • Victoria: I actually like the idea of a single click lipstick, and from what I have been told, it works really well.
    Now, the names do draw me in, although I still do not understand why Nahema is orange. :). It should dark crimson red! March 29, 2011 at 7:29am Reply

  • dleep: I love lipstick and I can’t wait to see these in person. March 29, 2011 at 12:24pm Reply

  • sweetlife: It’s true, Marina is very, very wise.

    But every time I do a search for Bois des Iles and the $#@! lipstick pops up I curse that particular branding strategy. March 29, 2011 at 12:35pm Reply

  • Mimi: I am always excited and hopeful with new lipstick colors that there will be blue based reds and pinks and several of these look promising. I can’t wait to see them.

    I haven’t wore a Dior in years, but they used to have the best scent of any lipstick; though they had gorgeous colors they were almost worth the scent alone. Chanel also had a beautiful scent. Lipsticks and scents…heaven. March 29, 2011 at 1:15pm Reply

  • Victoria: I have to say that I'm not a fan of Guerlain's heavy gold packaging as it is too clunky and heavy (I travel a lot, so it is an important consideration.) My favorite makeup packaging is Chanel, L'Oreal, YSL (although the waxy smell of YSL lip products is something I really dislike.)
    I have my mind set on Liu! March 29, 2011 at 9:21am Reply

  • Marina: I’ll have to get Apres & Chamade regardless of whether they suit me or not 🙂 March 29, 2011 at 9:33am Reply

  • Victoria: I've purchased Chanel Ballet Russe lipstick for name alone. Too bad that the color is completely wrong for me! March 29, 2011 at 9:35am Reply

  • Victoria: Ha, that was my thought too, although beige is holding me back. March 29, 2011 at 9:37am Reply

  • Victoria: Without looking at the colors, I would have picked Apres l'Ondee and L'Heure Bleue, but checking out the swatches, the reds are the ones that interest me the most. March 29, 2011 at 9:55am Reply

  • Victoria: Do you know what I said to Marina the first time we talked about this lipstick? Using the venerable of name such as Shalimar on lipstick sounds like a blasphemy! Marina wisely noted that Shalimar has enough classical power to tolerate this. 🙂 March 29, 2011 at 10:40am Reply

  • sunsetsong: Ooooh! Must Have One. I will try Apres, Nahema and Shalimar just in case but Chamade looks like the colour for me. Haven’t tried Chamade perfume ever so must give it a go. March 29, 2011 at 5:50pm Reply

  • Stephen: Vega looks fierce!! And i like Vol De Nuit as well at first glance… I don’t know how I feel about (by the swatch mind you, may look completely different in person) baby doll pink Shalimar.. And if the color holds up.. they seem to have transfered the peachy flesh of mitsouko on point =) March 29, 2011 at 7:04pm Reply

  • OperaFan: Perhaps they aren’t sure either?
    Incidentally, I’m surprised that they picked (based on the color chart you’ve posted) such a deep – practically red – pink for Champs Elysees, unless they are referring to the original fragrance from the early 20th cent. When the more recent incarnation was introduced in the late ’90s, Guerlain made a hot pink color lipstick that matched the pink shade used in the fragrance packaging. I know that because I received it as a GWP. It had no color number, but the name on the label was “Champs Elysees.” March 29, 2011 at 8:02pm Reply

  • Victoria: I honestly cannot figure out Guerlain's marketing strategy in general these days, but I don't think that they are targeting young market with this lipstick. I might be wrong though. March 29, 2011 at 4:13pm Reply

  • Victoria: I did the same thing as a child! 🙂
    I envy those who can wear orange lipstick. It is a color I love, but find wrong on my complexion. March 29, 2011 at 4:15pm Reply

  • Victoria: I hope that the colors are even more interesting than what I am imagining! March 29, 2011 at 4:17pm Reply

  • Victoria: Yes, that I can totally understand. Same issue I have searching for vintage Chanel Sycomore. March 29, 2011 at 4:19pm Reply

  • Victoria: Chanel Rouge Hydrabase had the best scent, which I can recall perfectly even now. I loved it. March 29, 2011 at 4:20pm Reply

  • Victoria: Oh, to your point about the lipstick being scented with the eponymous perfume, I was imagining what Mitsouko scented lipstick would be like. Not that I necessarily want that in my beauty products, but the idea on a fantasy level is intriguing. 🙂 March 29, 2011 at 4:27pm Reply

  • Mimi: I remember those Chanel lipsticks too–gorgeous and great colors.

    Reading your response to Nora made me realize the Dior lipsticks I speak of were probably way before your time. The 70s, maybe into the 80s. The lipsticks were then in white cases with a navy ring around the middle. My sister described their smell this way: “If luscious could have a smell, that would be the Dior lipsticks.” March 29, 2011 at 9:31pm Reply

  • Victoria: I so envy you discovering Chamade for the first time! Same way I envy those who read my favorite books for the first time or see my favorite movies. 🙂 The thrill of discovering something beautiful is so special! March 29, 2011 at 5:54pm Reply

  • Stephen: absolutely victoria… i would have thought of something maybe more nude actually, since it is such an iconic fragrance, women are ALWAYS looking for the right nude lipstick…. March 30, 2011 at 12:16am Reply

  • Victoria: Yes, that one surprised me too. Also, as I look at the swatches, I realize that I would have interpreted a number of colors differently. Certainly, Nahema would have been red. Now, I really am curious about the red of Samsara! March 29, 2011 at 9:04pm Reply

  • Victoria: Vega is another one I put on my to-sample list. I am not sure about Shalimar being associated with something this pink. On the other hand, I completely agree with you on Mitsouko. It looks exactly how I would have imagined it in color. March 29, 2011 at 9:05pm Reply

  • k-amber: I have strongly drawn to Chanel Rouge Coco, 31 Rue Cambon and Sycomore and both colors suit me luckily 🙂 Staring at some colors now….
    A lovely post!

    Kaori March 29, 2011 at 9:43pm Reply

  • Victoria: I really wish I could have smelled them! Were they floral-violet like Guerlain or rose like Chanel? March 29, 2011 at 11:15pm Reply

  • Victoria: I am adding these two colors to my list to try. The names alone attract me.
    Lipstick is such a delightful topic (even for someone like me who wears relatively little makeup.) March 29, 2011 at 11:17pm Reply

  • Elizabeth: I cannot wait to try these! I usually look best in muted mauve and rose lipstick colors (bright colors are a disaster, though I love to see them on others), so I’m thinking Apres l’Ondee, Voilette de Madame, or Bal de Mai for me. It helps that Apres l’Ondee is my favorite Guerlain! And I love Voilette de Madame too. I still cherish my tiny decant of it. March 30, 2011 at 8:21am Reply

  • Victoria: Guerlain colors in general are very interesting. Even though I generally prefer darker, richer shades, I have been tempted by several lighter colors. They were just so different from anything else I have seen. March 30, 2011 at 8:57am Reply

  • Victoria: So true, a great nude lipstick is a constant quest. March 30, 2011 at 8:58am Reply

  • Victoria: On another thought, I do need Apres L’Ondee! March 30, 2011 at 5:14pm Reply

  • Mimi: I find it very hard to describe, especially as it was so long ago and at a time when I didn’t pay attention to notes. I think there was both rose and violet in it, with the violet maybe being more prominent. Again, it was just a luscious, lovely scent. Had it been a bottled fragrance, I would have bought it. I wish I could remember something similiar to compare it to, but I can’t. March 31, 2011 at 11:38am Reply

  • Victoria: Mimi, now you are making me want to hunt on Ebay for a vintage Dior lipstick. 🙂 Thank you for explaining. I have a feeling that I have seen the packaging, it sounds very familiar. March 31, 2011 at 12:52pm Reply

  • Suzanna: Just wanted to weigh in here, since I purchased one of these (Guet Apens) without trying. These are not moisturizing at all (although I have dry lips) and the texture turned a bit powdery on me almost at once, requiring application of a gloss/balm. Terrific pigmentation, but the color is brighter than swatches and I wish I’d gone for one of the rosier roses and not the vivid and maybe gaudy Guet Apens. I will have to use it as a base for something else that is too light, like an earlier Rouge G.

    I prefer the new line of Chanel hybrid lipstick/gloss, which look smashing on their own or over a liner. May 4, 2011 at 10:50am Reply

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