France’s former favorite lolita and actress Vanessa Paradis embodies the Chanel Coco Rouge for Spring Summer 2010.

With foundation replacing red lipstick as ‘recession must-have,’ according to last year’s report by the Financial Times, beauty brands have to come up with more original ways to market the makeup classic.

Chanel is not just relying on French actress and singer Vanessa Paradis’s allure, but is also debuting a new formula to attract lipgloss ‘addicts.’

The new line of hydrating cream lipsticks, called Rouge Coco, is a bid to get younger customers to use the conventional lipstick instead of their beauty staple, the much cheaper and arguably more convenient lipgloss.

Also, the brand is stressing its history with the campaign (a common strategy at Chanel, also used in fashion): all of the 30 shades carry names linked to the label’s founder, such as Mademoiselle.

And while Chanel says that Paradis was chosen to represent the brand due to her “modern elegance, boldness of character and power of emotion,” another important reason might be the star’s long-lived association with the brand.

Paradis previously lent her looks to the fashion house in 1992 (for the Coco fragrance) and again in 2003 (for the Cambon handbags).

The photos were made by Mert and Marcus and the television clip, directed by Jean-Baptiste Mondino, features Paradis applying lipstick in front of a mirror while whistling the song “Daydream” by ’60s band The Lovin’ Spoonful.”

The Rouge Coco collection debuts in March with each lipstick retailing for $30 at fine retailers including Saks Fifth Avenue, Neiman Marcus, Bloomingdales and Chanel.com.

Source: AFPrelaxnews, 2010