Uslu’s Eleven give a new face to “target group” definition in cosmetics
The ultimate lipstick, what a goal! How about asking 11 guys how such a magic stick should look like, smell like, taste like? After all it’s men, whose looks and -ideally- kisses are to be caught. Right? That’s usually the female plan, at least. With that in mind, uslu airlines redefined the ‘target group’ for lipsticks and gave them dudes the last word in a girly quest.
Co-pilot Jan Mihm formed a group of 11 lipstick specialists whose cosmetic background is more than questionable at first sight. Some of them don’t even use shampoo. Soccer players, photographers, gastronomes, galerists, designers, skaters, you name it. Great.
Aside from their fondness for the ladies, they all share another quality: all of the 11 live and/or work on Torstrasse in Berlin. That’s why we picked airport code TOR for Torrington/USA as the destination for their colour.
The lipstick TOR will be available for 22,-€ only in stores/bars/galleries/hotels that are located on Torstrasse in Berlin. Plus at Colette in Paris. (If you run a business on Torstrasse and would like to sell TOR, please send us an email.)
If you manage to get TOR directly from one of the Uslu’s Eleven, you might even score. An extra gift, I mean, because every one of the guys has come up with an extra to go with his stick:
| Hedi |  |
| Jan Friese |  |
| Laust Frederiksen |  |
| Made My Day |  |
| Bureau MM |  |
| No.74 |  |
| SOTO STORE |  |
| St. Oberholz |  |
| Thies Wulf |  |
| Jan Mihm |  |
Some of the above will happily ship worldwide. Just get in touch with them. Or hop on the next plane to Berlin. It’s so worth it! To expedite your expedition along Torstrasse, we have created this map:
Real men love lipstick TOR auf einer größeren Karte anzeigen
We strongly encourage all shops and other businesses on Torstrasse to also sell the first lipstick curated by straight men: TOR. If you run a business on Torstrasse and would like to sell TOR, please send us an email.
Already in 2010, Julie of Bullet Magazin visited us to cover the work in progress on TOR on video:
