Unquestionably, CHANEL 31 Le Rouge is the priciest lipstick we’ve ever reviewed. Thought we’d get that out there. But unquestionably, it’s also one of the most glamorous, long-lasting, indulgent formulas that has ever slicked over our pouts. In unquestionably the most beautiful packaging.

So… should a bonus have come your way, or you’ve had particular success selling your unwanted clothes on Vinted lately (we have!), or, well, you’re just an all-round high-roller… this is simply fabuleux.

31 references the address of the Chanel boutique on Rue Cambon, still the global flagship today, atop which you find the couture atelier, and – beneath the roof – Mademoiselle Chanel’s own apartment, which we regularly pinch ourselves over our good fortune to have visited several times.

And first, can we talk about the packaging? The case actually glass, but beautifully softened at the corners, and with the sexy ‘click’ you’d expect of a Chanel lipstick, its design inspired by the mirrored staircase at 31 Rue Cambon.

Importantly, once you’ve bought your first shade, it is refillable: the bullets easily click in and out when you want to switch up your colour.

And then there’s the thought behind the naming of the shade range, which has a particular, seductive romance all of its own…

For instance, Rouge 2.55, a deep garnet shade, ‘inspired by the lining of an iconic handbag.’ Pinky-beige, slightly pearlised Rouge Beige is ‘inspired by the beige satin evening dresses created by Gabrielle Chanel.’ Rouge Roman is ‘an intense, slightly tanned rosewood, inspired by the bindings of Mademoiselle’s treasured books.’ (The aforementioned apartment is absolutely lined with books.)

For now, there are 12 shades – but we predict there’ll be more, as time goes by. And, having acquired our case, we fully intend to acquire more refills. Honestly, the gesture of application is elegance itself. Want to feel more Parisienne? This is honestly one quick way.

These are bold lipsticks, though. Shrinking violets need not apply; there are a few neutral shades, but mostly, they’re a play on strong reds. At a press event two weeks ago, we were lucky enough to be invited to find our ‘perfect red’. In Jo’s case, this turned out to be Rouge Premier (below): a proper, showstopping, Hollywood glamour red. Redder than she’d normally dare, but it got compliments both at the event and at home; even more impressively, it stayed put perfectly between leaving Chanel at 5.30, and getting home at 8.30. (The story behind Jo’s shade, meanwhile, is ‘a vermilion red inspired by the lip colour that seamstresses and mannequins applied each day, prior to Mademoiselle’s arrival at Rue Cambon.) 

(Not sure which shade to go for, and no make-up artist on hand to help? There’s a fun and really clever virtual try-on, on Chanel’s website, here.)

And do check out our Instagram, here, for a little movie of that launch event.

As if all this wasn’t enough, the formula is exceptionally comfortable, for something that promises an eight-hour colour payoff. There are actually skincaring ingredients in there, said by Chanel to plump and firm lips, over time (though we absolutely haven’t put this to the test): hyaluronic acid, elastin, collagen, as well as gardenia-infused oil and maracuja oil, for that firming action.

Mwah, mwah!

31 Le Rouge/£140 – buy here

31 Le Rouge refills/£65 – buy here

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