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Ben Cooper  /  Virgin Atlantic
Virgin Atlantic Airlines debuts a new lipstick shade, which all members of the female cabin crew are required to wear, along with their signature red suits and heels.
By
TODAY contributor
updated 3/29/2012 12:48:53 PM ET 2012-03-29T16:48:53

You could call red the signature color of Virgin Atlantic. The U.K.-based airline founded by brash British music mogul Richard Branson sports a red logo, red engines, red seats and even the female flight attendants are required to wear red lipstick along with their distinctive red suits and heels. This spring, they’ll all be sporting a new shade as the innovative airline dips its wing into the beauty industry with the launch of a lipstick in a shade called “Upper Class Red.”

The lipstick is debuting as part of a marketing campaign for the airline’s resdesigned “Upper Class” cabins on the London to New York route.

But why lipstick to celebrate a new aircraft feature?

“Red lips signify jet-set glamour and style synonymous with the Virgin Atlantic brand,” a Virgin Atlantic representative told TODAY.com.

To create the lipstick, Virgin Atlantic teamed up with bareMinerals' Pretty Amazing Lipcolor, who carefully selected a shade to match the brand’s signature Virgin Atlantic red.

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“It’s got the coverage of a lipstick but the high shine effects of a gloss to deliver a full-bodied, velveteen color — a red shade that suits every skin tone,” Sarah-Jane Froom, European makeup artist at bareMinerals, has said of the shade.

Ben Cooper / Virgin Atlantic
"Putting on lipstick is so much fun!" New shade matches the brand’s signature Virgin Atlantic red, found on the crew's uniforms.

The lipstick itself has been designed with jet-setting fashionistas in mind. It has hydrating elements to alleviate the chapping effects of cabin-pressure, and a long-lasting finish that’s suited to long-haul flights from London to New York. One swipe, and you can feel, if not exactly look, as glamorous as Kate Moss or Victoria Beckham do when hopping the pond.

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The lipstick can be purchased exclusively at a cost of $16 at the Virgin Atlantic Clubhouse Spas at Heathrow, Gatwick, and JFK airports, and through the airline’s on-board shopping guide, though an airline representative told TODAY.com that “there is a possibility for larger retail distribution.” Passengers lucky enough to be traveling in the new "Upper Class" cabins will get samples of the lipstick on-board. The all-female "Upper Class" cabin crew will, of course, be wearing the shade as well.

If the “Upper Class Red” lipstick is a success, could this be the dawn of a new era in airline beauty products? Who knows: JetBlue “True Blue” eye-shadow could be in our future.

© 2013 NBCNews.com  Reprints

Photos: Style in the skies

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  1. Early uniforms

    Designed by Fiolel Colangelo, this is the second generation of the early Boeing/United Air Lines uniforms circa 1933-1936. In the years 1935 and 1936, a “United Air Lines” armband was worn by cabin attendants on the left arm to celebrate the birth of the airline from the union of four smaller carriers. The photo is part of the temporary "Style in the Aisle" exhibit at The Museum of Flight in Seattle, Wash., which runs through May 30, 2011. (The Museum of Flight Collection) Back to slideshow navigation
  2. Seasonal look

    Delta flight attendants model the 1940-42 summer uniform, left, and winter uniform as they pose with a DC-3 plane in September 1941. (Delta Air Lines) Back to slideshow navigation
  3. Delta style

    A group of flight attendants model the Delta winter uniform worn between 1965 and 1968. (Delta Air Lines) Back to slideshow navigation
  4. Futuristic flight attendants

    Fashion designer Oleg Cassini created a futuristic look for Air West flight attendants during the carrier's brief existence prior to its purchase by Howard Hughes. The basic uniform, worn 1968-1971, consisted of a textured polyester dress and a jacket with an unconventional side-buttoning configuration. The pieces came in a selection of bright, solid colors inspired by the natural colors found at Air West's destinations, including fern green, Pacific blue and canyon red. (The Museum of Flight Collection) Back to slideshow navigation
  5. Aloha spirit

    In this United Airlines publicity shot, a stewardess serves a passenger. The photo is believed to have been taken during the 1970s on a Hawaii flight, given the clothing. (United Airlines via The Museum of Flight) Back to slideshow navigation
  6. Style Down Under

    Flight attendants for Qantas Airways wear uniforms designed by Emil Pucci between 1974 and 1985. In 1974, Qantas made history by evacuating 673 passengers from Darwin, Australia, in the aftermath of Cyclone Tracy, setting a world record for the most passengers on one flight. (Qantas Airways via The Museum of Flight) Back to slideshow navigation
  7. Cabin service

    A Delta flight attendant, wearing the 1968-1970 uniform, serves alcohol to passengers. (Delta Air Lines) Back to slideshow navigation
  8. All-American image

    Leonard Fisher sought to invoke a pioneering spirit with his “American Field Flowers Collection” for American Airlines circa 1971-74. The uniform consisted of a solid-color dress with either short sleeves or a shoulder-covering yoke across the top. The dress came in a choice of red, white or blue with contrasting colors along the border. A matching jacket could also be worn over the dress. Perhaps the most memorable component of this uniform was a flower-print smock worn over the dress during in-flight meal service. The frilly, white garment was decorated with prints of poppies, cornflowers, daisies and sprigs of wheat. The apron's design evoked the image of resilient frontier women carving a life for themselves in the American West. (American Airlines C.R.Smith Museum via The Museum of Flight Collection) Back to slideshow navigation
  9. A new airline

    This 1971 photo shows almost all the Southwest Airlines flight attendants at the time. The airline's uniforms for its first air hostesses, as flight attendants were called at the time, included hot pants and were introduced on June 18, 1971. (Southwest Airlines) Back to slideshow navigation
  10. Service with a smile

    A flight attendant models a Pacific Southwest Airlines uniform circa 1973. The discount airline, also known as PSA, was known for the iconic smile painted on the nose of its airplanes and operated from 1949 to 1988. (Pacific Southwest Airlines via The Museum of Flight) Back to slideshow navigation
  11. When plaid was fashionable

    A United Airlines stewardess is seen in the early 1970s in this Boeing 747 publicity shot. In 2010, United and Continental decided to join forces in a deal that will give the new airline United's name with Continental's logo. (The Museum Of Flight Collection) Back to slideshow navigation
  12. A new look

    In the early 1970s, American artist and designer Mario Armond Zamparelli was contracted by Howard Hughes to create a new corporate image, as well as flight attendant uniforms, for Hughes’ recently acquired airline, Hughes Airwest. (The Museum of Flight Collection) Back to slideshow navigation
  13. A wholesome image

    A Delta flight attendant uniform, circa 1979-1983. (Delta Air Lines) Back to slideshow navigation
  14. Crew coordination

    Qantas Airways flight attendants model uniforms designed by Emil Pucci. The crew wore the uniforms between 1974 and 1985. (Qantas Airways via The Museum of Flight) Back to slideshow navigation
  15. Helpful attendants

    A Southwest Airlines flight attendant takes beverage orders from passengers circa 2000. In 1999, Southwest flight attendants were named the most helpful, according to a J.D. Power and Associates report. (Southwest Airlines) Back to slideshow navigation
  16. Ladies in red

    Delta Air Lines flight attendants pose in the Richard Tyler-designed uniforms. The uniforms, inaugurated in 2006 and still in use today, include a signature red wrap dress. (Delta Air Lines) Back to slideshow navigation
  17. Sophistication in the skies

    Delta flight attendant Faye Brown wears a Richard Tyler-designed uniform. The uniforms are meant to evoke a time when air travel was "glamorous and sophisticated," according to Tyler. (Delta Air Lines) Back to slideshow navigation
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Video: Bring on the bold with bright lipstick colors

  1. Closed captioning of: Bring on the bold with bright lipstick colors

    >>> morning on "today's beauty," lipstick for spring. the change in the seasons is ushering changes in style, including in your makeup, so bright , bold colors are not only dominating fashion trends , but also lips as well. mali macall is a makeup artist . it's such a pleasure to see you.

    >> love you.

    >> i love you, as well.

    >> so listen i can understand wearing bright colors in our clothing. but man, it's going to be hard to pull off these bright colors on our lips. yes, no?

    >> no, i love it. again it's a great pop of color . it's going to make you look alive , fresh and awake. really there's just four little tips that you need to know to wear a bright red lip or a bright colored lip. it's all about scrubbing. make sure your lips look nice and healthy and smooth. no crusty --

    >> you mean exfoliation?

    >> yes, a little scrubbing. exfoliation is great for that. then prime the lips. make sure they're nice and smooth .

    >> like you would a car?

    >> exactly. you got it. fill it with a lip liner that is close to your lip tone. instead of that bright lip so you don't look like mr. potato head where you slap it on there. nice, nude lip and fill in the color . and then grab your color , which is very important.

    >> okay.

    >> we're talking about many different colors.

    >> exactly.

    >> and one of the big colors is coral .

    >> yes.

    >> and we are going to take a look at a lot of coral , including one being worn by brady.

    >> gorgeous little brady. and again, guys, coral is a great color to wear if you're not sure which one. because it's a perfect balance between cool and warm. so there's like -- it's a little bit orangey but there's a tint to it. so you get that great sort of even balance , and you know it's going to look great on you no matter what. and this is a really good color , too, if you don't know exactly what your tone is. cool tone, warm tone, this one's going to work on everybody.

    >> really? that's a very interesting -- well i like it. do you like it?

    >> yes.

    >> not just for special occasions.

    >> everyday. exactly. that's what we're saying.

    >> it's about doing it for every day. it's about training your eye to know that you can say, you know what? this used to be just for night time. this is for every single day as long as the rest of the face is nice and soft and balanced.

    >> not everybody knows whether true red is good for everybody. let's take a look at true red and our model for that is michelle.

    >> good morning.

    >> gorgeous miss michelle. this is a bright , true red but again it's very, very easy to wear. again, remember the rest of the face needs to look nice and soft. okay. really make that lip the star. and another big thing i want to say always is everyone always says redheads should definitely not wear red. no way, honey. you own it you get that beautiful , beautiful face. make sure the skin looks beautiful and fresh, that's important. because when you're looking at that beautiful mouth you want to make sure the rest of your face is beautiful .

    >> i can tell you from experience, always make sure you wipe your teeth when you use true red.

    >> we were all kind of doing that.

    >> you're fine, however.

    >> don't you worry.

    >> with our next color which is fuchsia and we have as our model crystal. good morning.

    >> gorgeous miss crystal. and again, fuchsia is great, i've got to tell you the best thing about fuchsia , make sure your teeth are bright white. and again remember this, it's all about that beautiful soft color , make sure your lips look nice and smooth . and if your skin is a little bit cooler, obviously she's warm, go for a bit of a bluer fuchsia . not scary blue, obviously. but just a little bit more blue to it. this is a warmer fuchsia , but the really does give her a beautiful , soft color .

    >> you mentioned scary because fuchsia is something that's harder -- a color that's harder to wear. that's where this lip liner is very important.

    >> exactly.

    >> matches your lip tone.

    >> so you can pull it off.

    >> all right. and finally, our color is red/orange.

    >> yes.

    >> and give us a look at that we've got angela.

    >> yes.

    >> angela with a gorgeous red/orange again. keep the rest of the face soft. when you're wearing something this sort of a pop of color , make it the star. a little bit of eye liner is fine. a little mascara , make sure you do your brows. but really look at that beautiful lip.

    >> gorgeous.

    >> thank you so much. malley you made us all feel like we can be bold.

    >> that's it. and again, it's about training your eye. it's about just saying you know what? i can do this. have the confidence and go out and do it.

    >> okay, okay.

    >> do it i'm ready for

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