Paul Baudecroux was a chemist who invented an indelible lipstick called "Rouge Baisé" in 1927. He wanted to make a tenacious, virtually indelible lip product. His slogan was : « Rouge baiser, le rouge à lèvres qui résiste à tout, même aux baisers ». It democratizes the use of lipstick. Other products include "Le noir baisé", a mascara with the logo "le noir baisé permet de pleurer".