Closing the lipstick by pressing the cap on the tube that contains it is a gesture full of meaning. «It generates a particular sound, the so -called” click “which is part of a ritual that elevates mood and self -perception. It can be considered a gesture of Empowerment which is added to the feeling of safety given by the simple application of the color on the lips. It is a detail linked to the design that has a fascinating history, made of functionality, sensory marketing and luxury psychology », he explains Giada Venturotti Make-up Artist and the Qstudio Makeup-Rap Academy Trainer.
The lipstick and the origin of the “click”
In 1870 Aimé Guerlain, son of the Founder of the Maison, creates Ne n’Oubliez Pas, The first stick lipstick proposed in rechargeable tube. The origin of the unmistakable sound that is heard when the lipstick closes is linked tohygiene and practicality. «The shooting mechanism was created to ensure that the closure of the tube, containing the Lipstick, It remains very closed once you put in the bag, sheltering it from contamination that can compromise its integrity. The first versions, introduced in the early decades of the twentieth century, were screw or sliding. Over time, an interlocking system developed with pressure that generates the unmistakable “click” that we know today “, explains Giada Venturotti.
«It is during the ten and twenty of the last century that the lipstick affirms itself as a symbol of female emancipation. Elizabeth Arden considered him “a gentle weapon”, and gave a flaming lipstick to the suffragettes on the march on the Fifth Avenue for the right to vote in 1912 “, explains the expert.
In the following years, the lipstick took more and more space in the women’s beauty case, becoming a daily and identity gesture. «The emergence of sensory marketing has led cosmetic companies to put more and more care in creating sophisticated packaging, bringing them to Also study the sound linked to the cap that closes the tube»Underlines Giada Venturotti.
The lipstick has a seductive power that can be heard
«Over the years the Maison have worked to perfect The “perfect click”that it was neither too dry nor too metallic. The delicate noise generated was not a side effect, but artfully designed. It had to be cleaned, distinct, sensorially satisfying, just like the dry shot of the golden lighters, used by women more sophisticated at the beginning of the last century. AND A sound that makes you dream, because we learned to associate it with quality, detail and something exclusive ».
Chanel It was the brand that transformed the “click” into a sensory icon. «With its legendary Rouge allure coded it as A discreet but intentional gesture of seduction, which attracts attention with discretion », explains Giada Venturotti. In short, an elegant way that communicates “I am here, look at me!”.
The lipstick is increasingly sustainable
Today the lipstick, characterized by increasingly hybrid formulas halfway between treatment and belle as the new Rose Perfecto Shine Serum Lipstick with hyaluronic acid and vitamin C of Givenchy, continues to maintain its unmistakable “click”, particularly appreciated by Whoever sees the elements that make the difference in detail.
Attention is also focused on tubes, increasingly sought after and prestigious, designed with great attention to environmental issues. As for example the last jewel of beauty, lipstick 31 Rouge Of Chanel, the first lipstick with A glass packaging. Rechargeablewith Calamated aluminum refillis a project that combines craftsmanship and technology. Made with a master Japanese glass, it has a design that takes inspiration from the iconic staircase of the legendary apartment of Gabrielle Chanel which is located at number 31 of Rue Cambon in Paris.
The concept of charging is also taken up by Guerlain with Rouge GThat transforms the packaging into a small accessory-gieiello equipped with a mirror available in a wide range of Cover to be changed depending on the moment of the moment. Rouge OPUELET Of By terry, Finally, it is proposed in one Decorated case with magnetic closure, Designed to easily change the color of the lipstick using the same tube engraved by a knitted motif inspired by the art deco jewels of Terry de Gunzburg’s mother, founder of the brand.
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Source: Vanity Fair
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