• by Fern Siegel , October 12, 2022

Lancôme has just launched an ad campaign that highlight its new collection.

The creative, by Publicis Luxe, is produced cross-platform: social media, including Weibo in China, digital, ecommerce display and retail. Collecting imported art toys is a popular hobby among Chinese youngsters.

The spots, which features actress Lily Collins (“Emily in Paris”) and the Japanese cult toy Bearbrick, are available worldwide. Together, they promote the new and Lancôme mission of bringing beauty to life.

The whimsical “Call Me Happy” campaign consists of three films, each highlighting the brand's limited-edition line and a 30-second mashup between the figures.

Bearbrick comes in three figurine sizes, alongside limited editions of the brand’s skincare and makeup icons: Génifique, Clarifique and L’Absolu Rouge. 

Lancôme is a French luxury perfume and cosmetics house. Lancôme is part of the L’Oréal Luxury Products division.