Following the release of the lipsticks, which will arrive in stores at Barneys and online on L'Oreal Paris' website on September 20, Balmain is also releasing a collection of necklaces featuring a lipstick-style pendant embellished with gold tassles.
According to a joint statement released by the brands on Monday, the casting is meant to reflect "three tribes of L'Oréal Paris and Balmain Paris femininity", much like the line's Rock, Couture and Glamazone themes, each housing four shades created to suit a range of complexions and send "a message of beauty in diversity and female empowerment". The shades were curated and designed by Balmain's creative director Olivier Rousteing, so don't be surprised by some of the more out-there choices. Much like Balmain's catwalk shows, the campaign features models of all ethnicities, and famous names on the line-up include Lara Stone, Neelam Gill, Doutzen Kroes, Ysaunny Brito and Soo Joo Park.
Shot by Nico Bustos, the cast of 12 diverse models represents three tribes of L'Oréal Paris x Balmain Paris. In a joint statement, the two powerhouse brands said the collection and the campaign was meant to display "a message of beauty in diversity and female empowerment".
This isn't the first time Rousteing has worked on this type of project - Balmain famously worked with H&M to create a hugely successful high street clothing collection.
We'll race you to the checkout. And with the tagline, "United, we are invincible" and the (not just incidental) representation in the choice of 12 models, we have to conclude that Rousteing and company have done a pretty fantastic job with this.