French beauty label Guerlain is reinterpreting the personality of its La Petite Robe Noire fragrance collection for a new colour make-up line.
The brand has introduced a colour cosmetics line, which is touted as a new multi-hued wardrobe capturing the “joyful energy” of the scents, whose shared name translates to “little black dress.” Creating a level of consistency, the heroine of Guerlain’s marketing for this beauty line also serves as the face of the scents.
In a short video, the animated mascot for its La Petite Robe Noire scents, the silhouette of a woman in a little black dress and wide-brimmed hat, dances around a colourful set to the tune “These Boots Were Made for Walking.”
She saunters past disembodied lips painted in red, pink and purple shades, the fringe on her dress billowing as she moves. At another point in the film, she performs a handstand on top of a heart and she turns into a black glossy tube of lipstick.
For its La Petite Robe Noire colour cosmetics line, Guerlain developed 20 lipstick shades and 10 nail polish hues, as well as a top coat and base coat. All products have a fruity, floral scent, tying them to their namesake fragrance.
Packaging also references the perfumes, with the inclusion of the upside-down heart used as a bottle stopper for the scents.
Guerlain previously released a palette based on Le Petite Robe Noire, which included eyeshadow, powder and lip gloss, intended to enable the owner to create a full-face look with one compact.
The Global Hub for the Global Shopper www.dutyfreehunter.com
