L'Oréal Paris to unveil new lipstick on National Lipstick Day

NEW YORK — L'Oréal Paris has timed the debut of its new Colour Riche Matte Lipstick for Saturday, July 29 — National Lipstick Day.

"Conversations around National Lipstick Day have traditionally been focused on bestsellers and general lipstick facts," said Anne Marie Nelson-Bogle, SVP of marketing, L'Oréal Paris USA. "As a brand that has supported the individual beauty and intrinsic worth of all people for more than 40 years, we wanted to participate in and elevate the conversation by not only celebrating our newest Colour Riche lip launch but even more important, people's powerful words. The Colour Riche Matte Lipsticks are ultra-rich, ultra-comfortable and available in a spectrum of 16 gorgeous matte shades, allowing everyone to find a favorite shade and help make their lips bold in more ways than one."

The brand's roster of celebrity spokeswomen, along with brand experts and social influencers, will come together on National Lipstick Day to share tips and empowering messages on social media, Nelson-Bogle added. It’s part of the global beauty brand’s #ReadMyLips social media campaign. People who try the new lipstick are asked to upload photos or videos of themselves on social media — donning their favorite shades — that includes an inspirational quote or a message that champions a cause. Participants should tag @lorealmakeup using #ReadMyLips and #lorealparis.