Yves Saint Laurent Beaute's Rouge Volupté Shine (available in 19 shades, priced at ¥3,990 each), released last April, continues to break sales records. Typically, new cosmetics sell best in the month of their release. However, this product bucked that trend, continuing to sell well even after its release. Nine months later, in December of last year, it achieved double the number of units sold in the month of release, achieving sales three times the annual forecast. During the New Year holidays, counters across Japan reportedly ran out of stock, resulting in endless waiting lists. Particularly popular is No. 15, nicknamed the "proposal-inducing milky coral." Its popularity spread through word of mouth as a "marriage-hunting lip" and "proposal color," but it evolved into the "Milky Coral that 'proposed'" based on an anecdote about a staff member of the brand who was a fan of No. 15 and was actually proposed to. The Rouge Volupté series debuted in 2008 alongside images of Kate Moss. As the name "Volupté" suggests, it became a hot topic for its sensual, smooth texture and vibrant color. In 2011, "Volupté Candy," which combines high treatment effects with fresh color, was released. The series' first lip gloss, "Gloss Volupté," will be added in April of this year.