Guerlain's Violette Serrat Relaunches G Rouge Lipstick for Paris Lovers Worldwide AOC Body

Meet Violette Serrat

French-born Violette Serrat, creative director of makeup for Guerlain since summer 2021, was born and raised in Paris.

Considering Guerlain’s aristocratic origins, founded in 1828 when Pierre-François-Pascal Guerlain opened his first boutique at 42 rue de Rivoli in Paris, it might seem improbable that LVMH-owned Guerlain would hire Serrat, a YouTube star who launched a direct-to-consumer brand, called Violette_FR.

Au contraire. Serrat continues to be a TikTok hit maker, ranking in the top 10 beauty voices for new followers and engagement rates. The creative director brings entrepreneurial talent, deep knowledge of the modern consumer market, and a glam aesthetic to the world of Guerlain.

Guerlain’s Rouge G Reborn

In a press call for the fall 2024 relaunch of Rouge G, the creative director explained:

“For Parisians, lipstick is like water — we need it to survive.”

Top faces Natalia Vodianova and Malika El Maslouhi are leading the campaign lensed by Charlotte Wales [IG].

Fifteen years after Rouge G’s first Guerlain release, it’s reborn in 40 stunning shades in both velvet-matte and satin finishes. Rouge G is formulated with a new 89 per cent skincare-based formula made with lily oleo extract. Created with lily flowers and paired with sweet almond oil, this complex has smoothing, hydrating and plumping properties and improves the quality of lips worldwide with prolonged wear.

Even the iconic mirrored cases notched up their glam quotient without hurting the environment. Using gold instead of silver, the nine new jewel cases are 19 per cent lighter than before, allowing for a 30 per cent reduction in carbon dioxide emissions.

Serrat cites 14 shades of red — the minimum she would accept in the Rouge G relaunch. “There’s a cool red, a blue red, a dark red, a warm red and more. If we’re going to have a lipstick lineup, it has to be complete. There are no faux pas in this lineup,” Violette Serrat assures the world.

Red Lips in Babylon

Last month, AOC responded to a Vogue Greece story ‘Red Kisses’ with a deep dive into the ancient history of red lips. Read on: “Vogue Greece Sends Red Kisses | AOC Goes to Babylon for a Primer on Cherry Lips”.