L’Oréal Luxe has launched a new promotional video for its iconic La Vie Est Belle fragrance. A digital event will take place on 10 to 23 March at Paris Roissy Charles de Gaulle Airport to support the new film.
Directed by James Gray, ‘Happiness’ features actress and Lancôme Ambassador Julia Roberts and shows the city of Paris in the background. The film was shot in The Lot, one of Hollywood’s most iconic studios, where Gray gathered 100 technicians and 175 extras against a majestic backdrop that took more than 15 days to build and install.
Julia Roberts flashes her famous dazzling smile in ‘Happiness’“This film speaks of the refusal to be confined to the small box of convenience and the need to look elsewhere to find beauty and, most importantly, a real sense of personal achievement,” explained Gray. “It was a huge challenge, as you can imagine, with Paris so often celebrated in cinema. To showcase the city, I wanted to display an immediately recognisable part – the Eiffel Tower – but in a mostly unfamiliar setting. So we opted for an unusual play on light with a pink-stained sky,” Gray concluded.
The film is described as “a journey gently releasing us into a new world of infinite happiness accessible to all. A happiness unbound by the conventions that have stifled it for so long”.
Julia Roberts has been Lancôme Brand Ambassador since 2010In the video, Julia Roberts wears an Haute Couture dress created exclusively for her by Parisian designer Alexandre Vauthier, who collaborated with Lancôme several years ago. The ‘Happiness’ video is supported by a campaign shot by Josh Ollins, in which Julia Roberts flashes her famous smile.
Make-up used on Julia Roberts for the video includes Teint Miracle foundation, Blush Subtil in Rose Flush, Le Crayon Khôl in Black Ebony and Purple Dusk, Color Design Eyeshadow Palettes in #602 and #313, Grandiôse mascara in Noir Mirifique and Color Design lipstick in Haute Nude #124.
