The Virgin Group, which has expanded its business to a range of fields including air flights, vacations, gaming and space to name a few, is now stepping into the cosmetics world. The company in collaboration with bareMinerals has launched a new lipsgloss, Upper Class Red, which is the first-ever cosmetics item produced by the airline—the new product will be available both to the crew (it will become part of the Virgin Atlantic cabin crew uniform) and passengers either for pre-order on board Virgin Atlantic flights through the brand’s in-flight shopping guide, Retail Therapy, or in select Virgin Atlantic Clubhouse spas for as much as £15. The product, which is now being promoted Virgin Atlantic hostess Vanessa White in ads, will also arrive in bareMinerals stockists later this year.

Photo: Virgin Atlantic’s Upper Class Red lipstick, www.fashion.telegraph.co.uk

The company decided to produce the lipstick in just one tone, the brand’s signature red, and is sure that this iconic colour will definitely match any skin tone of any woman and will always be in trend. “It’s a really bluey-red, and the bluey-reds suit all skin tones. Red hot lips have always been a trademark of our cabin crew, signifying the strength and confidence they embody,” shared Rebecca Creer, senior spas and grooming manager at Virgin Atlantic to www.fashion.telegraph.co.uk. Though the lipstick is not a product of such beauty world leaders as L’Oréal or Lancôme, it is still created with expertise and competency to enhance the beauty and health of the lips since it contains «micronized freshwater pearl powder which hydrates the lips alleviating the effects of cabin air pressure,» says Sarah-Jane Froom, European make-up artist at bareMinerals.

Since the new product was unveiled to celebrate the launch of airline’s redesigned Upper Class Cabin, it comes rather as a promotional item and doesn’t seem to start a cosmetics line by Virgin. The company will be giving samples of the new lipstick to passengers with a hot ticket for the A330 flight from London to New York—the items will feature the name of their cabin. Maybe, when they see the shade on the hostesses (all female cabin crew will be wearing the lipgloss onboard the flight) and try it themselves, they will want more airline cosmetics. And Virgin will certainly meet this demand.