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Lancôme has banded together Academy Award winners, director Damien Chazelle and actress Julia Roberts — two icons in the film industry — to direct and star in its latest campaign.
The new initiative culminates in a short film that spotlights the La vie Est belle L'Elixir, one of the luxury brand's most sought-after fragrances.
Scored by award-winning composer Justin Hurwitz, it takes inspiration from cinema's Golden Age and hopes to evoke the beauty and grandeur of the Lancôme perfume.
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With Paris as its gleaming backdrop, the spot highlights Chazelle's sharp cinematic vision and Roberts' warm and joyful essence, building a universe fitting for the perfume.
Marie-Eve Schoettl and David Soussan, executive creative directors at Publicis Luxe, shared their thoughts on working with Roberts, calling the actress a "role model for so many women in the world" as she had always followed her own path.
"It was really rewarding to see her and Damien Chazelle so precisely create this piece of heartfelt comedy, while having genuine fun on a set designed elevator, or running on the mythical Parisian roofs, or bathed in the sunset on top of the Arc de Triomphe.
A dream team in the dreamiest of all cities, this must be the recipe to create a great story of happiness," they explained.
Accompanying the short film will be a print campaign shot by Mario Sorrenti that sees Roberts front and center together with the renowned perfume.
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The latest work is only one of many initiatives Lancôme and Roberts have worked on since she became the brand's global ambassador in 2009.
Last year, Roberts starred in a campaign promoting the same perfume alongside other famous personalities, including:
- Penelope Cruz
- Isabella Rossellini
- Zendaya Coleman
- Amanda Seyfried
- Lily Collins
- Aya Nakamura
- HoYeon Jung
Lancôme's efforts serve as a masterclass in celebrity and influencer marketing, joining forces with carefully selected names in the industry who embody what it stands for.
This shows consumers its true brand identity and cements its status as a global luxury brand.
Defining Joy with Lancôme and Roberts
The one-minute short film, titled "Happiness starts with you," starts with Roberts boarding an elevator as she dons a long, poofy, and vibrant pink skirt.
Visibly uncomfortable with the dress' size and shape, she contemplates whether going to a noisy party with a lot of people is even worth it.
Her discomfort is seen on her expressive face, but she doesn't avoid sharing a warm smile with the starstruck lift attendant.
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As the elevator reached the penthouse floor, guests were shocked to find the young lift attendant carrying Roberts' dress, with her nowhere to be found.
We then see where the "Pretty Woman" actress actually decided to head to the rooftop, where she basks in the beautiful Paris skyline, defining her own happiness.
"Happiness starts with you," Roberts says, as the commercial ends.
It seems that it's the season for luxury perfume brands to launch their new campaigns.
At the start of the week, Dior unveiled megastar Rihanna as the new face of its iconic J'adore fragrance.
Editing by Katherine 'Makkie' Maclang
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