New La Vie est Belle campaign unites Lancôme ambassadors for a powerful declaration of happiness
For the first time, Lancôme gathers its family around La Vie est Belle and its muse Julia Roberts.
A disruptive and emotional celebration of women supporting and inspiring each other, the new campaign celebrates Lancôme’s strong bond with the La Vie est Belle family worldwide. Julia Roberts invites the whole Lancôme community of ambassadors to stand together for a united declaration of happiness: Amanda Seyfried, Isabella Rossellini, Lily Collins, Pénelope Cruz, and Zendaya Coleman join her along with two new muses: Aya Nakamura and Hoyeon.
What other fragrance could have had the power to unite such inspiring women around a unique message? This iconic cast of happiness activists – an echo to the intensity of the fragrance and the infinite smile adorning its bottle – introduces an aesthetic shift and proudly affirms Lancôme’s new take on its emblematic feminine fragrance: more diverse and more inclusive than ever, its message has never been so powerful.
While legendary fashion photographer Mario Sorrenti signs the pictures of this iconic campaign, a film shot by rising director Emmanuel Adjei celebrates the unstoppable power of sorority. Powerful, world-renowned song What a Wonderful World* is featured as the campaign’s soundtrack, sung by women and for women, it becomes an anthem of happiness. Will you sing along?
Building a strong emotional resonance with women worldwide, Lancôme introduces a series of video portraits: speaking heart-to-heart with the camera, the House’s ambassadors share their authentic and spontaneous vision of life and what makes it beautiful to them. As they authentically open their hearts, they invite each woman of the La Vie est Belle community to use her voice and participate in this worldwide celebration of the beauty of life. This a reminder that life is what we make of it, so let’s make it beautiful. Together.
Vibrant, emotional, and universal, this iconic campaign celebrates the intensity of togetherness. At the same time, the new fragrance helps spread the genuine happiness radiating from the heart of Lancôme’s iconic fragrance: La Vie est Belle Iris Absolu.
A message of happiness, more powerful than ever
In 2012, Lancôme declared, “Life is beautiful.” Three words with a universal meaning, speaking across eras and horizons from the globe’s four corners. By its simple joy and timelessness, the name chosen by Lancôme has resonated with millions of women worldwide: La Vie est Belle.
In 2023, “Life is beautiful” resonates with hope and a deliberate choice to see life with optimism. To find Happiness in a world that needs a brighter tomorrow. To celebrate the courage of those advocating for a time where all can say: “Life is beautiful.” Happiness is collective rather than individual, unique for each of us. Mirroring the lines of this evolution, La Vie est Belle addresses its feminine community today with a new olfactive variation placed under the sign of generosity, authenticity, and sorority. Inspired by a collective vision of happiness, this new fragrance celebrates the power of Lancôme’s message and translates its unique vibration into scent.
A majestic ode to the emblematic flower of the original Eau de Parfum, La Vie est Belle Iris Absolu demultiplies the emblematic ingredients of its success: the signature iris, now ten times more concentrated than in the original Eau de Parfum; the iconic crystal smile on the bottle turned into an endless wave; but also the smiles of Lancôme’s ambassadors themselves gathered for the very first time in an unprecedented iconic campaign. Following their inspiring example, each woman is invited to open her heart, share her story and life lessons, and participate in a global redefinition of happiness. One that includes every woman and grows even more significant when shared.
The unprecedented intensity of La Vie est Belle’s iris signature.
La Vie est Belle pays homage to its iconic iris in a new variation. With an unprecedented concentration, La Vie est Belle Iris Absolu reimagines the olfactory signature of its classic Eau de Parfum.
“The inspiration came from Mediterranean smells and the gardens of Lancôme’s Domaine de la Rose in Grasse”, explain perfumers Anne Flipo and Dominique Ropion (IFF), who co-signed the House’s iconic fragrance as well as this new variation. “We wanted a more vegetal version, with smells of fig trees and vegetal notes evoking wild herbs”.
Ten times more concentrated than in the original formula, the iris takes centre stage in La Vie est Belle Iris Absolu. This root, one of the most precious perfumery ingredients, gives an unprecedented intensity to this composition and a shimmering vibrancy to its trail. Inimitably elegant, “the blue gold of perfumery” reveals all its nuances on the skin after a sparkling opening: a juicy blackcurrant accord gives a fresh twist to a milky fig accord, warm like a sunny summer. Uplifted by the deep sensuality of a patchouli accord and the highly addictive character of the gourmand note quintessential to La Vie est Belle, this new variation induces a persistent feeling of joy, irresistibly spreading around.
Authentic and generous, La Vie est Belle Iris Absolu draws from the sources of the original fragrance the inspiration of an intensely captivating scent, vibrant with happiness.
An infinite crystal smile forever engraved.
For this new variation, Catherine Krunas, designer and creator of the original bottle, reinterpreted its emblematic crystal smile. Inspired by the waves created by a drop falling on the surface of the water, she met the challenge to give a new pattern to this iconic object, multiplying its signature smile while preserving the unique sensuality of its volumes. Combining creativity and craftsmanship, La Vie est Belle Iris Absolu features a distinctive design. Forever engraved in the bottle, its demultiplied smile radiates outwards like an endless wave. Echoing the smiles of all the Lancôme women spreading happiness in the new campaign, it translates the vision of happiness according to La Vie est Belle Iris Absolu: an emotion that grows endlessly when shared.
