The ideal application feel achieved after trying dozens of products
2026.03.25The lips are much more delicate compared to other skin,
with a thin stratum corneum and almost no sebum film,
making them prone to dryness and easily irritated.
First of all, I thought a lipstick that causes no friction when applied and doesn’t press on the lips,
giving a sensation as if the skin can breathe,
would be ideal.
When giving instructions for the texture during product development,
we searched for benchmark textures.
We gathered dozens of lipsticks
and actually applied them to test the feel.
We looked for a texture that would make you say “Wow 😊” with the very first swipe,
filling you with expectation and excitement.
Of course, ingredients that prevent peeling
and the pigment formulation ratio are also important,
but I disliked lipsticks that don’t cause peeling but are hard to apply,
or don’t peel but feel sticky and uncomfortable in the mouth.
After trying dozens of lipsticks,
I instructed the development team to aim for a texture that doesn’t make you feel defeated compared to CHANEL’s ◎◎.
(The developer at that time looked a bit overwhelmed, haha.)
I have great respect for Coco Chanel’s way of life and
her way of thinking.
Before making the lipstick, I asked many people,
“Which lipstick do you wear when it really counts?”
Almost everyone answered “CHANEL.”
Surely, it’s not just about the color or texture,
but also about seeing oneself in the image of
the wonderful woman “Coco Chanel,”
which probably became confidence in themselves.
I thought that was wonderful.
The value of a brand built over decades
is not something you can easily surpass.
So, we aim to become such a wonderful presence ourselves
some decades from now,
with respect.
We will create our own unique value from now on.
With that in mind, we began selecting the base ingredients
and creating the colors.
This photo shows an old Chanel perfume
that was in my late grandmother’s dresser.
My grandmother also loved CHANEL very much.
Brand Producer Sachiko Kakegawa