Beauty brands are having to get ever more creative in making and naming their lipsticks. Customers prefer a terrible pun (“Raisin Hell”), an aspirational woman’s name (“Bardot”), or a risqué moniker (“Orgasm”) to a simple “red” or “pink”. And with hundreds of different shades on the market, you need a really original name to be memorable.
Canadian brand Bite Beauty usually takes inspiration from the culinary world, with names like Lavender Jam or Cayenne that pay homage to its “good-enough-to-eat” philosophy. But for its latest collection, it’s aiming a little higher: #AstrologyByBite, 12 ultra-limited-edition colours in its moisturising, highly pigmented Amuse Bouche range. “We love how the zodiac calendar celebrates each sign for their unique attributes and wanted to reflect that through colour,” says Quinn Novak, Bite Beauty’s director of brand management and education.
The brand worked with an astrologer, Tara Greene, to define the characteristics of each horoscope sign and then came up with a shade to match. “For example, Aquarius (which launched in January) is an air sign and is the sign of inventors and radical individuals who like to disrupt the status quo. With these characteristics in mind, Bite Beauty created an inventive take on a classic—a modern berry with a satin finish,” explains Novak. Shades are announced on Instagram on the 20th or 21st of each month. The brand can’t give any hints as to upcoming colours, but our psychic powers tell us to buy them fast: so far, shades have sold out six to 12 hours after launch.
#AstrologyByBite lipsticks ($30 each) are available online only at Sephora.com , while stocks last.
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