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What lipstick do you feel today?

In 1952, Revlon didn't just want to sell makeup; they wanted to sell a story. Thus, they named a new red lipstick Fire and Ice. Women went wild for both the fiery crimson shade and the glam, sophisticated image the name suggested.

Years later, when NARS called their universally flattering (and best selling) peachy pink blush Orgasm (instead of something dull like Seashell or Carnation), savvy makeup marketers saw dollar signs.

Now it's the norm to specialize in provocative names to weave a fantasy about the kind of woman that wears them. You.

• Stila Eyeshadow in Holly Golightly is perfect when you need a little Audrey Hepburn glamour. Try Barefoot Contessa for an aristocratic touch. $18, beauty.com
• NARS Eyeshadow in Party Monster is sure to bring out your wild side, and Nepal can whisk you away to a more serene place. $22, beauty.com
• Urban Decay has lipstick for every mood. We love Hotpants or Jailbait when we're playful, and Gash or Apocalypse when we're most certainly not. $22, beauty.com