Yves Saint Laurent Beaute's Rouge Volupté Shine lipstick (¥3,885), released on the 19th of last month, has recorded the highest sales in the brand's history.

According to the brand, it sold out its planned month's supply within five days of its release, translating to one bottle sold every 30 seconds on the release date. This year's lipstick sales are approximately 2.5 times higher than last year's release of the popular Rouge Beurre Couture Vernis lipstick, and are on track to catch up with sales of the brand's bluish-pink lipstick "No. 19," which was a huge hit during the bubble era.

In addition, the lipstick was particularly popular at the Isetan Shinjuku, Matsuzakaya Nagoya, and Hankyu Umeda stores where launch events were held. The Hankyu Umeda, Daimaru Tokyo, and Tsuruya Kumamoto stores recorded more than double the number of visitors compared to last year. Many fashion-conscious customers visited the lipstick, and it also generated a buzz on the e-commerce site. Despite not being limited edition, pre-orders were high, with some colors being backordered immediately after release. Many customers reportedly buy two or three bottles at a time. The reasons for their success include the comfortable application, translucent color, and package design, as well as the sub-slogans attached to all 19 shades. The top three best-selling shades are "The Most Popular Nude Pink (Shade No. 8)," "Milky Coral for a Marriage Proposal (No. 15)," and "Rose Pink for Your Beloved (No. 13)." Many customers are attracted by these slogans and purchase them as "popular cosmetics." New customers tend to choose "Orange Red to Outshine the Rivals (No. 16)," "Devilish Apricot Red (No. 12)," and "Leopard-esque Red Lipstick (No. 4)." Rose-colored shades like "No. 13" and "Out-of-Reach Woody Rose (No. 17)" were popular Mother's Day gifts. Speaking of popular cosmetics, the brand's "Baby Doll Eau de Toilette," released in 2000, also gained popularity as a "popular perfume." The limited edition four-bottle miniature set "Baby Doll Miniature Collection for Sweets," released in 2007, sparked rumors among office ladies at the time that "just having it will help you find a boyfriend or get married."