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Juliette Binoche (top) and Laura Morante (above), the latest Lancôme brand ambassadors |
FRANCE. Lancôme has appointed two new brand ambassadors to promote its best-selling skincare ranges, Rénergie and Absolue.
Actress Juliette Binoche will represent Rénergie. Described by the company as charismatic and individual, Binoche is the second French woman to have won an Oscar (along with Simone Signoret) for her role in Anthony Minghella’s The English Patient.
She has been making films since 1985, and has worked with some of cinema’s most committed directors, such as André Téchiné, Leos Carax, Jean-Luc Godard, Abel Ferrara, Olivier Assayas, Louis Malle, Lasse Hallström, Krzysztof Kieslowski, Michael Haneke, Hou Hsiao Hsien and Amos Gitai, alongside well-known actors such as Johnny Depp, Jeremy Irons, Richard Gere, Jean Réno, Daniel Day-Lewis, Ralph Fiennes and Jude Law.
Italian actress Laura Morante is the new ambassador for Lancôme’s Absolue range. She initially appeared in theatre with Carmelo Beppe, then in cinema, collaborating with directors such as Giuseppe and Bernardo Bertolucci, Gianni Amelio and Nanni Moretti.
The new brand faces were unveiled earlier this week in Paris, at the Galerie Nikky Diana Marquardt in the Place des Vosges, when Lancôme presented its new communications campaign to the international press, and confirmed its objectives for the years ahead.
Managing Director of Lancôme International Odile Roujol explained how the new campaign was an expression of Lancôme’s desire to make all women beautiful, irrespective of their age and geographic or cultural origins. “More than ever, Lancôme upholds a particular idea of femininity that is set to win over the world,” she declared.
Sociological trends expert Jolanta Bak presented the results of a wide-ranging international anthropological study that highlighted the fundamental cultural criteria governing beauty, and what women were likely to expect in terms of beauty in years to come.
The event concluded as Lancôme unveiled its new communications campaign, described as “a sophisticated, emotional vehicle for the vision and values of the brand”.
The tone of the campaign is one of truth and authenticity, revealing the uniqueness and personality of the two brand representatives, according to the company. It was designed by photographer Nick Knight.
The campaign features the signature symbol of Lancôme, the rose, photographed in different, innovative ways designed for maximum impact: bursting into flames in a glowing red fire; skin-coloured; or glinting with black onyx highlights.
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