L'Oreal reveal the face of their Balmain collab

From Harpers Bazaar UK

UPDATED STORY 31/07/17:

L'Oreal has shared some behind-the-scenes campaign imagery from its upcoming Balmain collaboration, revealing that former Victoria's Secret Angel and '#lorealista' Doutzen Kroes is the face.

This teaser came alongside a close-up of shade 'Confidence' from the lipstick range, which Kroes models. They describe it as a rose gold, with a matte finish. Intriguing.

In contrast, the second shade they've unveiled is a bold purple, also in-keeping with our predictions for the range.

ORIGINAL STORY 04/05/17:

Beauty leader L'Oreal Paris has announced an exclusive collaboration with Balmain, marking the cosmetics company's first ever partnership with a fashion house.

Olivier Rousteing, the creative director of the French Fashion House, will bring his iconic vision to the brand with a limited-edition lipstick collection, to be released ahead of Paris Fashion Week in September.

"L'Oreal Paris and Balmain share the same strong vision of femininity and the same goal, to empower women and offer them diverse ways to express themselves", Rousteing said. "I'm thrilled to make this idea tangible for every woman around the world."

Although Balmain has previously collaborated with high-street retailer H&M, besides Balmain Hair Couture extensions this is its first foray into beauty, and with Rousteing's A-list army on and off the catwalk (he counts the Hadids and Kardashian-Jenners among his close pals) plus his legion of Instagram followers, we expect soaring sales.

Rousteing will oversee the execution of the 12 new Color Riche lipsticks, from their shades to the packaging and ad campaign. As we can see by the first pictures, there's an array of arresting brights as well as classic nudes.

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