Continuing the innovative tradition set by Rouge Pur Couture with its pure colour, long lasting finish and creamy comfort, the new addition to the family, The Bold, pushes colour, shine and comfort to the max. The bold is a bolder and more intense colour that lasts all night long, yet with a skin-like thin film that sits comfortably on the lips, featuring a lovely smooth texture and moisturizing feel coming in many new shades. Bold pigments deliver shine and colour, clutching your lips like a second skin in a texture that feels stretchable with a 10 hours comfort feel, yet looks intense thanks to a new patented lipstick technology.
WELCOME TO ROUGE PUR COUTURE: THE BOLD
A couture shine lipstick for those who aren’t shy. Who carry their beliefs and walk on. And for those who give unrelentingly, 100%, always.
Continuing the innovative tradition set by Rouge Pur Couture with its pure colour, long lasting finish, and creamy comfort, the new addition to the family pushes colour, shine and comfort to the max.
Bolder. Intense colour that lasts all night long, yet with a skin-like thin film that sits comfortably on the lips.
Shinier. Delivering a finish that’s in a league of its own – not gloss, not satin, not matte – but pure, uninhibited, three-dimensional shine.
IT’S A CINCH
In a departure from the norm, the lipstick case for the new Rouge Pur Couture The Bold is strikingly different, as bold as its nomenclature. Wrapped round its middle, cinched at the waist, the iconic YSL Cassandre moves horizontally into a belt around the lipstick and takes on a golden hue in contrast to the new look black of the cap.
THE COLOR REVENGE: THE DREAM OF COMFORT
YSL Beauté patented technology is behind a new, unique formula which delivers shine and colour, while keeping the lips in their best condition yet. Bold pigments deliver shine and colour, that never gives up, clutching your lips like a second skin in a texture that feels stretchable with a 10 hours comfort feel, yet looks intense thanks to a new patented lipstick technology.
How it works: Ethylcellulose polymer and a special shine oil – two ingredients which are naturally incompatible – are blended and stabilised with a selection of fatty compounds and wax, to create a melty, creamy texture.
Once applied to the lips, within a few seconds, the ethylcellulose polymer and the shine oil separate, with the shine oil staying on the outer most part of the lips where it delivers intense shine, and the ethylcellulose component sitting in a thin film just below it, with the emollient oil, wax and pigment, where it creates the sensation of comfort and delivers bold colour.
How it feels so comfortable: Fully loaded with the promise that 40% of the ingredients are dedicated to caring for your lips, the formula hits the sweet-spot of care meets colour. Grape oil provides long wear, comfort and shine, while red flower oil, rich in antioxidants and derived from the YSL Beauty Ourika Community Gardens, smoothes and moisturises and gives an added level of protection. In clinical tests, after seven days of use, 90% of the 125 Women tested said their lips felt comfortable.