The collection entered travel retail in April 2025.

Coty Travel Retail has introduced a collection of new finishes of Gucci Beauty’s signature lipstick shades – from classic matte to high-shine and liquid soft matte – into travel retail from April 2025.

The first shade, Rouge à Lèvres Mat #509 ‘Gucci Rosso Ancora’, is Gucci’s ultimate shade of red.

It is now offered in two additional best-selling lipstick finishes: Rouge de Beauté Brillant, a high-shine hybrid formula; and Rouge à Lèvres Liquide Mat, a transfer-proof liquid soft matte.

This shade reflects the history of the House, with its deep hue said to recal the walls of the elevator of The Savoy hotel in London where founder Guccio Gucci worked as a porter at the end of the 19^th century.

This timeless shade has also featured as the inside lining of an archival Gucci bag.

All the versions of Gucci Rosso Ancora lipstick feature bold red packaging – from the cap of Rouge à Lèvres Mat and Rouge the Beauté Brillant, to the shiny red box with glossy white text shared by all three lipsticks.

A up-close look at the shades and finishes. 

Expanding the palette is #217 ‘Valeria Rose’ and #308 ‘Lucy Dark Orange’ – best-selling shades of pink and orange – which are also now available across the three lipstick finishes.

The #217 ‘Valeria Rose’ shade is somewhere in-between a pink and a rosewood, while#308 ‘Lucy Dark Orange’ is a burnt orange that combines the vibrancy of this hue with a touch of brown.

As for the formulations, the Gucci Rouge à Lèvres Mat lipstick is ideal for making a bold statement, providing a creamy, long-lasting matte finish.

Specially formulated with oils, rich pigments and gelling waxes, it offers a soft, velvety feel.

Gucci Rouge de Beauté Brillant is enriched with a peony oil complex and black rose, with nourishing and antioxidant ingredients delivering moisture and pigmented shine, around the clock.

Its creamy texture helps lips to appear fuller and plumper.

Gucci Rouge à Lèvres Liquide Mat is initially liquid and creamy, yet transforms into a powdery, soft matte texture for a lightweight feel.

Its combined black rose oil, rice powder and hyaluronic acid, with an infusion of Vitamin E. Highly pigmented, it provides optimal coverage and a striking wash of colour.

The campaign celebrates the ‘joy, passion, and confidence’ embodied in these Gucci shades.

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