Gabrielle 'Coco' Chanel was a firm believer in the power of red lipstick, a sentiment that's informed the brand's makeup offering since inception.

While every CHANEL red is special, the just-launched 31 LE ROUGE feels like a true manifestation of everything Coco loved about lipstick (fun fact: the name is a nod to her Rue Cambon address). Beautiful to look at but even more beautiful to wear, the innovative formula marries CHANEL house codes with modern makeup sensibilities, a duality displayed perfectly by CHANEL muse and ambassador Phoebe Tonkin.

Straight from the House Makeup Creation Studio, 31 LE ROUGE comes in 12 shades, ranging from soft taupes to bold red. The finish is best described as luminous satin, partly due to micronised pigments that include cellulose powder and mother-of-pearl, but also the inclusion of skincare-adjacent ingredients.

For one, there's gardenia-infused oil to instantly soften and smooth. There's also camellia esters for nourishment, plus maracuja oil to support the production of collagen, elastin and hyaluronic acid. Immediately it plumps, fills and defines, while also caring for the lips overtime; proof sometimes you can have it all.

31 LE ROUGE even comes fragranced, as imagined by in-House Perfumer-Creator Olivier Polge. Inspired by the gardenia (a white floral favourite of Coco), the soft scent is considered a private pleasure for the wearer. Chic.

And it would be rude of us not to mention the beautiful bullet. Not only is it a feat of incredible beauty engineering (the tube combines a glass case with an all-metal internal mechanism) but it's also completely refillable; a move in the right direction as CHANEL continues to further its sustainability efforts.

So, how can you achieve Phoebe's 31 LE ROUGE look?

To begin, ensure your lips are hydrated but free from too much product. If you need moisture, tap on a small amount of CHANEL Hydra Beauty Nutrition Lip Balm, blotting the excess with a tissue.

While there aren't many rules to follow when it comes to lipstick application, Phoebe's blurred effect is best achieved with fingers. Take your shade of choice and tap it directly from the bullet onto your lips, roughly tracing the contours.

Once you've built up the desired level of coverage, tap the edges softly with your ring finger until you achieve a soft-focused edge. If you prefer a muted finish, you could blot again. Alternatively for more pigment, tap the product into the centre of the lips, moving outwards.

Finally, clean up any mishaps with a small makeup brush or cotton bud. Now, you can admire your handiwork.

You can explore the full range of 31 LE ROUGE in store at CHANEL boutiques, select department stores and online at CHANEL.com now.