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Move over, BB, CC and DD cream. We’re ushering in the CCC lipstick.

Giorgio Armani Beauty announced that they will be launching a new lipstick line, Rouge Ecstasy, which they call the first “triple c” lipstick. The three Cs stand for colour, comfort and care.

With 36 lipsticks in the line, it was said that this is a lip balm with the colour intensity of a lipstick and gives 12-hour hydration and reparative actions. However, unlike a lip balm, it has higher viscosity, and this means that it is more long-lasting.

At the heart of this new line is the Melting Cream Complex, a technology that promises to deliver skin-loving benefits without compromising on the impact of colour.

The 36 shades are broken down into three groupings: incognito (second-skin beiges and browns), fatal (reds and purples) and eccentrico (corals and pinks).

The lipsticks will retail for USD34 each and will be sold in about 180 outlets including Saks Fifth Avenue, Nordstrom, Neiman Marcus, Sephora and select Bloomingdale’s and Armani boutiques. Daily Vanity understands that it may not be available in Singapore.