Sephora launches lipstick line targeting millennials
#Lipstories is the name of a new lipstick line, which launched at the selective perfumery retailer Sephora on January 8. The line features thirty shades and has been created by the French group, owned by LVMH, to appeal to the young, uber-connected and highly demanding millennial consumers.
#Lipstories does away with traditional black packaging and introduces tubes in ‘Millennial pink’ colour, decorated with a design featuring palm trees, a funfair and a tropical sunset – motifs that are chiefly inspired by the most popular images on Instagram. The lip colour effect, whether creamy, matt or satin, is etched on the colour stick itself, preceded by a hashtag. This new, highly graphic packaging is also eco-responsible. The #Lipstories products use less plastic, more paper, vegetal ink, and a glue and silicone-free rotating mechanism, thus reducing their CO2 footprint by a factor of three.