She was and remains the most seductive makeup product. But today lipstick has a different mission: to express and emphasize the character and individuality of its owner.
We can say that the idea of lipstick arose at the moment when the ancient woman took it into her head to lightly bite her lips in order to become more attractive. Whatever you say, but a bright, juicy, accented mouth at all times and in many cultures was considered attractive and … vicious (today we say “sexy”). That is why for a long time lipstick was a symbol of sin, licentiousness and was associated with ladies of easy virtue. But even noteworthy moralists of the past, no, no, yes, they rubbed cherry or beet juice into their mouths, which, of course, they kept silent about.
Rehabilitation occurred thanks to the cinema. The stars on the screen showed heavily made-up mouths, influencing the attitude of society. Bright lips have become a sign of wealth and secularism. Of course, times have changed, lipstick went out of fashion, giving way to glitter and powdered mouths, then again returned to the peak of popularity. But today’s “pomade boom” has no analogues. Sales have soared 31% over the past two years, according to official figures. While the growth of other makeup categories does not exceed 10%.
Social Media Trends
Where does this demand come from? Much of it is due to the general obsession with selfies. Beautifully defined, juicy lips are the key to an attractive image. To take several photos per day, girls need to transform. And if it’s not always possible to change clothes and change hairstyle with makeup, then changing lipstick on the lips is a matter of minutes. And it is worth choosing a non-trivial shade or an original application technique, and you can break a storm of applause, likes and comments – modern indicators of success.
Lipstick successfully fit into the modern concept of feminism as femininity, which lives in harmony with its contradictions.
“Contouring, lip art, avant-garde shades that used to be used only by clowns and actresses with a witchy role. New trends come from the Web every day and make brands adapt almost in real time,” says Lisa Eldridge, Artistic Director of Lancôme. Lisa was and remains a popular blogger, so she clearly knows what modern Internet adepts need. And therefore, the lion’s share of new products released under her leadership is intended for lip makeup.
The same position is occupied by other masters of the world of beauty. And Nicolas Degenne at Givenchy, and Peter Philips at Dior, and Olivier Echaudmaison at Guerlain are actively updating the lip makeup segment. Everything is improved: composition, packaging, color effects. Why, today even the very concept of lipstick as a twisting colored stick is a thing of the past. Liquid, creamy, oily, lipstick-serum – all sorts of forms and names are invented for new products in order to attract attention. And give our lips the desired color.
Express yourself with lipstick
Today, not only habitues of social networks are actively painting their lips. Lipstick has become a certain manifesto, a way to express yourself. “When I feel insecure or sad, I automatically take lipstick out of my purse. I always have several shades with me. I choose the one that suits my mood and apply it thoughtfully. This movement encourages me, relieves stress and energizes me. I’m glad my generation doesn’t have to choose between a smart and flirtatious image,” says Sophia, 23, who was recently promoted from assistant to junior sales manager.
Indeed, lipstick has successfully fit into the modern concept of feminism as a femininity that accepts itself, lives in harmony with its contradictions, and is not subjected to them. A femininity that manages to reconcile its needs in both frivolous and serious things at the same time. That is why painting lips in public places has become not only permissible (yes, ten years ago it was considered bad manners), but even a very fashionable gesture. No wonder brands today pay so much attention to product packaging.
Fashion accessory
Modern lipstick cases are so beautiful that they can be compared with works of art. Wrapped in leather at Givenchy, shrouded in gold and logos at YSL Beauté, sheer with fake Dior sticks. But Guerlain went the furthest, releasing not only “atomic” yellow-blue shades for its updated Rouge G, but also 15 interchangeable art cases with a double mirror, created by jeweler Lorenz Beumer.
Smooth and embossed, bright and pastel, with animal and marble prints, polka dots and flowers – the breadth of choice is simply amazing. But, most importantly, you can buy several cases for one lipstick, and one for several. “Lipstick, like the mobile phone, has lost its purely utilitarian purpose, becoming an accessory that allows you to shine and express your mood,” commented Olivier Echaudmaison, Guerlain Art Director, on this launch. It seems that the times are not far off when we will lay out on the table not only a smartphone, but also lipstick. After all, she, too, can be needed at any time.