Lancome drops Believe in Beauty for $300m global drive

by Jules Grant,, Brand Republic 21-Jul-04, 08:50

LONDON - Luxury cosmetic brand Lancome is launching a $300m global advertising campaign in autumn, featuring models Ines Sastre and Elizabeth Jagger, and is dropping the 'Believe in Beauty' strapline it has used since 2000.

With about a third of the budget being spent in the US, the glamorous print campaign has been devised by Paris-based Agence 133, a new arm of Publicis Worldwide, along with Lancome's international and US marketing teams.

The creative is based around sparking "a personal connection" with women through bright colours and close-up photography, and also with the replacement of the "Believe in Beauty" strapline with a handwritten signature. It will run in print and be supported by outdoor, point-of-sale and internet advertising.

Some of the ads will only feature products, whereas others also include Lancome models Jagger and Sastre.

In the US, the campaign will launch in Vogue, W, Elle, Harpers Bazaar, In Style and Vanity Fair, and will feature on outdoor venues in New York and Los Angeles, including New York's Grand Central Station, from September.

Edgar Huber, president of the luxury products division of Lancome owner L'Oreal USA, said: "We know the importance of keeping our image fresh and as a leading luxury brand we have an obligation to continuously surprise, astonish and reinvent."

Lancome Paris is a division of L'Oreal USA and is distributed in more than 160 countries globally.

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