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PARIS — Lancôme International is revving up for an airing on French television of a yet-to-be-seen, long-format advertisement for its La vie est belle women’s fragrance.
The two-minute spot includes a first, light-infused section conjuring up Lancôme’s founder, Armand Petitjean, and “the crystal smile” bottle created in 1949 for the brand’s VIP clients. (La vie est belle’s flacon takes its form, as well.) The second part is comprised of a long version of the fragrance’s ad — that’s been shown since its launch starting in mid-August — which stars Julia Roberts and was directed by Tarsem Singh.
The film is to be shown once, on France’s TF1 television station on Sunday at 8:30 p.m.