Publicis Luxe, Lancôme x Bearbrick promise a beauty best friend like no other

Cristina Blanaru Ads, All News, Creativity, Marketing

Accompanied by Publicis Luxe, Lancôme launches a fun-filled beauty experience in collaboration with Japanese cult favorite toy, Bearbrick. Aptly named Happy, Bearbrick becomes Lancôme’s happiness totem, artistically reinterpreting the House’s signature and emblem, as he adorns the brand’s icons in an exclusive limited collection.

Starring actress Lily Collins, the collaboration’s graffiti aesthetic is injected into the House codes, notably the Lancôme logo, its iconic rose and its signature Ô. The three films, titled Call Me Happy, each highlight the brand’s limited editions, as Collins magnetically takes us through the journey of bringing Lancôme’s happiness mission of beauty to life.

Conceived with the help of Publicis Luxe, the Lancôme x Bearbrick collaboration adopts a playful approach to combining luxury skincare and makeup with the world’s most famous collectible art toy, creating hassle-free beauty in everyday routines. Happy comes in three sizes of figurine, alongside limited editions of the brand’s skincare and makeup icons: Génifique, Clarifique and L’Absolu Rouge.

This is deployed as a 360° campaign, aimed at building social media, digital, e-commerce, display and retail experiences. The three films, featuring Lily and Happy, were accomplished using a comprehensive number of visuals and stills.

The media campaign was launched worldwide on October 6nd, 2022.

Brand: Lancôme International

President Lancôme International : Françoise Lehmann
Vice President Global Communications & Image Lancôme : Mylène Kerjean
Vice President Marketing International : Richard Pinabel
Director Marketing Brand Events : Rachelle Mladjenovic
International Directors Brand Events : Marine Masselin – Lorane Simon

Agency: Publicis Luxe
Executive Creative Directors : Marie-Eve Schoettl, David Soussan
Creative Directors : Nicolas Chauvin, Gregory Athea
AD : Nicolas Chauvin, Alice Colagrande
Copywriter :, Gregory Athea , Vincent Piveteau
Account Manager brand events : Matthieu Daversin
Account Directors brand events : Ghallia Hachimi, Lea Gremeau
Production : Prodigious > Geoffroy Guilbert, Adrien Figeac, Lorette Delva
Art Buying : Prodigious > Béatrice Kagan, Aurélie Lubot

Production
Director : Masato Riesser
Production : Prodigious
Executive Producer : Geoffroy Guilbert, Adrien Figeac, Lorette Delva
Post-Producers : Matthieu Dubail (Publicis) + Julien Lanard (D-Factory)
Production digital assets : Lola Breig (Content Factory)
Photographers : Thomas Whiteside (VB), Simon Escourbiac (NM)
Print Production : Aurélie Lubot (Prodigious), Lola Breig (Content Factory)

Sound Production: Prodigious
Title: Best Friend
Artist: Sofi Tukker