ONCE UPON A TIME, a revolutionary designer created a timeless yet modern style whose enduring relevance is an endless source of fascination.
ONCE UPON A TIME, there lived a woman whose bold vision fueled a major shift in beauty techniques, habits, and attitudes. By marrying elegance and comfort and combining aesthetics and functionality in her designs, she made simplicity the ultimate luxury and gave the CHANEL look a signature all its own.
ONCE UPON A TIME, GABRIELLE CHANEL, whose radical, disruptive creations were inspired by the avant-garde, dared to break free of conventions, pursuing a path toward an ultimate, virtuous form of luxury.
NOW COMES ALONG 31 LE ROUGE, an object of beauty that embodies the alpha and omega of CHANEL Creation, in keeping with the ethos of its founder. The result of innovative excellence, it offers the elegance of a jewel, the technical features of a no-compromise design, the performance of a formula that was developed to satisfy every desire, and the precision of a unique color palette inspired by CHANEL history. The transparency of its case paradoxically contrasts with its extremely robust, visually striking design, which reflects its strength and hints at timelessness. Its name, the ultimate indicator of its singularity, was inspired by an address and is the emblem of an extraordinary creativity that resolutely transcends fleeting trends.
31 LE ROUGE fulfills every desire in the present and anticipates those to come, drawing on the House’s rich heritage to propel beauty toward an even brighter future. Each facet of 31 LE ROUGE defies convention and lays new foundations. Inside and out, it represents the beginning of a new story for beauty and design. The story of tomorrow.
A GLASS CASE
The first CHANEL lipstick to feature glass packaging, 31 LE ROUGE is a prism of light. Its case has been faceted to resemble the mirrors that line the famous rue Cambon staircase in Paris: a tribute to the ultimate birthplace of CHANEL creation, but also a reflection of the House’s avant-garde spirit. With 31 LE ROUGE, CHANEL transforms lipstick into a work of craftsmanship, a fusion of technology and glassmaking expertise traditionally used in high perfumery.
It took four years to turn the seemingly fragile case into a sturdy one, a true technical feat that was achieved without compromising on aesthetics. CHANEL called on the expertise of a master glassmaker from Japan to carve its sleek lines. Glass replaces other more standard materials in this lipstick case, a first for this type of design; its transparency reveals the object’s facets in all their splendor. Cut like a diamond and envisioned as an emblem, the 31 LE ROUGE case is set with two gold-colored metal rings whose proportions perfectly complement those of its delicate glass sides. A new signature, a new code, like two wedding bands that seal the precious union between the present and future.
Refillable, 31 LE ROUGE also meets the challenge of combining a glass packaging with an all-metal mechanism, embodying a virtuous vision of beauty that considers durability a prerequisite for timelessness. Accordingly, the lipstick comes in a bullet made of aluminum, a recyclable material* whose shiny finish is enhanced by the clear glass case. Novel in every aspect, its refills are interchangeable and come with a protective cap, meaning they can be switched out and resealed without having to finish the entire bullet. Offering freedom of choice and versatility at all times, it gives you the flexibility to travel light, with only your favorite lip colors as baggage… an echo of Gabrielle Chanel’s philosophy.
A specially designed, high-precision mechanism ensures that these refills fit seamlessly into the glass case. A technical and creative challenge that is more complex than meets the eye. Effortless style, plain and simple.
A WARDROBE OF CHANEL COLOURS
31 LE ROUGE is also a work of art, infused with CHANEL heritage and colour expertise. Pigment by pigment, the House Makeup Creation Studio has crafted twelve shades with an intensely luminous satin finish. In order to bring out each colour’s radiance, micronized pigments are blended with oil, paired with cellulose powder, and enhanced with opalescent mother-of-pearl—the crowning touch for a long-wearing satin finish.
These 12 shades are drawn from the House’s unique heritage, with the meticulous accuracy of an haute couture garment. Some offer a glimpse into a specific moment in Gabrielle Chanel’s life or one of her passions. Others act as a code, unlocking insight into one of her creations or conjuring one of her most prized possessions. This added touch—or rather their raison d’être—contributes to their exclusive nature and makes them current and future classics, akin to N°5 or the tweed jacket, that will never succumb to passing trends.
Among them is Rouge 2.55, a deep and sophisticated garnet inspired by the lining of an iconic handbag. Rouge Fétiche, a crisp crimson, is the colour of the flannel ribbons that Mademoiselle wore around her ankles like amulets leading up to the release of a new collection. Rouge Beige is a natural beige, a nod to a visionary idea; at a time when women were expected to dress only in dark colours at night, she elevated the allure of the evening gown by creating it out of beige satin. There is Rouge Roman, an elegant rosewood that calls to mind the binding of her treasured tomes, which she kept on display in her apartment, near to her at all times. Rouge Croisière, a dusty orange, is a tribute to the Cruise collection wardrobes that usher in a new season before it has truly arrived. There is also Rouge Privé, a shade infused with the same mystery that surrounds the door at the top of the mirror-lined staircase at 31 rue Cambon and the famous words that appear upon it: “Mademoiselle Privé”.
It is a wardrobe with haute couture-level elegance, from which to pick and choose as you please, selecting shades to match your mood, your look du jour, and of course, all the various facets of your personality.
CHANEL HAS A WAY WITH INGREDIENTS
For the one who wants everything, 31 LE ROUGE has everything to offer. Its formula features the properties of a skincare product, without sacrificing performance, comfort, or looks. It is a beauty dream come true, a lipstick that meets your every expectation.
It leverages the softness of gardenia-infused oil, a botanical gem cultivated by CHANEL, to deliver an instant smoothing effect that lasts longer with each application. Designed for ultimate comfort and optimal hydration, each fine coat of 31 LE ROUGE envelops lips thanks to a blend of plant-derived waxes and oils. The addition of CHANEL-developed camellia esters further enhances the formula, allowing it to instantly soften lips.
Because too much is never enough, 31 LE ROUGE also redefines the lips. Maracuja oil, an active ingredient known to stimulate the synthesis of three major components of the skin’s structure—hyaluronic acid, collagen, and elastin—helps give lips a more defined appearance. Immediately upon application, lips look defined for up to 8 hours*. After four weeks, they have a more sculpted shape (+14%**). Lips are also left firmer, smoother, plumper, and more beautiful (+29%**). Your smile is enhanced with each passing day.
THE FORMULA NOT ONLY OFFERS MOISTURIZING, PROTECTIVE, SMOOTHING, FIRMING, AND SCULPTING BENEFITS, BUT IT ALSO DELIVERS A REMARKABLY LONG-LASTING MAKEUP LOOK: 8 HOURS* OF VIVID COLOR PAYOFF.
Ultra-sensuous and incredibly soft, 31 LE ROUGE has yet another secret to reveal: its gardenia-inspired scent. Specially developed by CHANEL In-House Perfumer-Creator Olivier Polge, alongside the CHANEL Fragrance Laboratory, the delicate aroma is a private pleasure for the wearer to enjoy. For the first time, the name of CHANEL is embossed around the lipstick bullet.
These two key details make application a true tête-à-tête with your lips—the essence of a CHANEL kiss.
31 LE ROUGE HAS TURNED THE BOLD AND THE AVANT GARDE INTO CORNERSTONES OF A NEW VISION OF BEAUTY
Ultimate comfort and allure. Intense colour and a flawless smile that grows lovelier by the day. An innovation in application reflecting a multi-faceted form of beauty, one that encourages you to freely explore the many aspects of your personality. A radical design whose every detail has been carefully considered. Quintessential of CHANEL spirit, values, and of all of its creations, 31 LE ROUGE has turned the bold and the avant garde into cornerstones of a new vision of beauty, and has cemented its status as the future of luxury—tailor-made to be timeless.
Available from 16 September exclusively at CHANEL Fragrance and Beauty boutique at Plaza Indonesia
