Lancôme has created a new advertising campaign for its flagship Advanced Génifique anti-ageing serum, unveiled in 2013. For the first time in a single campaign, four brand ambassadors are featured: Kate Winslet, Lupita Nyong’o, Penélope Cruz and Lily Collins. The campaign will break in travel retail in June.
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The four faces of Lancôme’s new All Stars Advanced Génifique campaign (photo credit: Mert & Marcus for Lancôme) | |
The four faces aim to represent the Lancôme woman “at her most touching, most singular and most confident,” the brand explained. The campaign also underscores the versatility of Advanced Génifique, described as a “cross-generational and universal (first) beauty step” that works in partnership with all Lancôme regimes, across all ethnicities.
Mert Alas and Marcus Piggott shot the visuals, which are said to combine seductive simplicity, understated glamour and clean elegance. The TV campaign was directed by Peter Lindbergh. In the digital version of the campaign, all four women proudly declare their age on a collaborative platform, on which women from all over the world can share their messages.
Advanced Génifique (known in Asia as The Little Black Bottle) is one of Lancôme’s best-sellers. Since its launch over 15 million bottles have been sold worldwide – four every minute.
