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SEALED WITH A KISS

COSMETICS COMPANIES ARE PLAYING THE NAME GAME WITH LIPSTICK

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Here’s one way to pay lip service to a starlet. Name a lipstick after her. Which is why liners like ”Madonna” (a deep crimson), ”Demi” (brick red), and ”Anjelica” (major burgundy) are now playing at a cosmetics counter near you.

”People get a kick out of it,” says Carol Shaw, a Los Angeles makeup artist whose Lorac line boasts glosses for Anjelica Huston and Demi Moore as well as tints named after Laura Dern, Farrah Fawcett, and Julia Louis-Dreyfus. Shaw began developing lipsticks with actresses in mind three years ago. She doesn’t pay them (though you’ll pay $17.50 a tube), but she does send her subjects samples of their hue with an invitation to reject it if the color’s not to their liking.

The marketing ploy’s been such a lip-smacking success for Lorac and other boutique lines like Laura Mercier (which introduced a red ”Madonna” after makeup artist Mercier’s most famous client) that the cosmetics giants are getting into the act. Elizabeth Arden just released ”Amber,” a frosted taupe inspired by the company’s spokesmodel Amber Valletta. And L’Oreal recently launched the coffee-colored ”Cafe Whoopi” and the dark pink ”Really Rosie.” Although a L’Oreal spokeswoman says its colors were not named for the stars, Rosie O’Donnell still gave ”Really Rosie” an on-air plug after the company sent her a bouquet made of lipsticks.

Apparently O’Donnell is not the only star who appreciates free makeup. ”I had big lips before big lips were cool,” says Suzanne Somers, who inspired Lorac’s earthy red ”Suzanne” shade, ”and it takes a lot of lipstick to cover that much space.” Besides, says Allan Mottus, publisher of the cosmetics-industry trade publication The Informationist, star-powered lipsticks make it easier to distinguish among ”all that black packaging.”

(Additional reporting by Jill Hamilton)

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