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31 LE ROUGE.
The House’s most exclusive lipstick.
Retail $205
Inspired by a legendary address:
31 rue Cambon, the birthplace of CHANEL creation.
31 LE ROUGE. The spirit of 31 rue Cambon, in the most mesmerizing lipstick yet.
Inspired by the mirrors that line the legendary Art Deco staircase in Gabrielle Chanel’s rue Cambon apartment, the faceted square case of 31 LE ROUGE is the most irresistible packaging in the history of CHANEL lipstick. A two-digit combination unlocks a fusion of sophistication and functionality, of creative and technical mastery, of absolute singularity and fluidity of design, of an intimate and aesthetic experience, all contained within a clear glass case that showcases the metallic gleam of a refillable bullet.
Its 12 shades, ranging from garnet to fuchsia and brown to crimson, are vibrant reflections of Gabrielle Chanel's memories, the mastery demonstrated by the ateliers, and the creativity and vitality integral to rue Cambon. These colors were created to reveal, to embellish, to state the obvious, and were made for singularity rather than subtlety.
The formula, which has been carefully developed by the CHANEL laboratories, offers a long-lasting look and an entirely new sensory experience.
More than just a chance to experience 31 LE ROUGE—a rendez-vous. And the fact that it takes place only at the most emblematic boutiques is no coincidence.
COMPOSITION
Formulated with 75% naturally derived ingredients yet no compromise on benefits, 31 LE ROUGE is an innovation in makeup.
Skincare benefits, which contribute to better-looking lips with each passing day, complement its glide-on texture and intense, long-wearing color.
Finely micronized pigments combined with sheer mother-of-pearl reveal intense, purely radiant color.
Its formula is enriched with Gardenia oil from Gaujacq, a CHANEL-exclusive ingredient*, and Maracuja oil, to leave lips looking smoother and better defined.
After 1 month of use, lips appear:
Better moisturized: +70%**
Smoother: +44%***
Firmer: +55%***
More defined: +14%***
*Patent pending in Europe, the United States, South Korea, China, and Japan.
**Instrumental test performed with a corneometer on bare lips after 4 weeks of use, 20 women.
***Clinical evaluation of bare lips after 4 weeks of use, 26 women.
HOW TO APPLY
31 LE ROUGE - LA RECHARGE was designed to slide seamlessly into the base of the faceted square case of 31 LE ROUGE. An intuitive process that culminates with the distinctive click of a magnet.
Refills can be fully resealed, allowing you to switch between the 12 available satin shades as often as you like.
Refills cannot be used without a case and are compatible exclusively with 31 LE ROUGE.
Once the refill is in place, begin by applying the lipstick in an "X" shape in the center of the lips, from the top lip toward the bottom lip. Then extend it out toward the corners.
31 LE ROUGE comes with a quilted black sleeve designed to protect the lipstick's square, faceted glass case. Always keep the product in its sleeve when not in use, to prevent scratches and keep the glass beautifully polished.