PARIS — Six months after taking the reins at Lancôme International, Youcef Nabi has signed Julia Roberts on as the L’Oréal-owned brand’s global ambassador and revamped its advertising campaign, with photographs shot by Mario Testino.
Eye contact, he said, is crucial in the ad visuals.
This story first appeared in the January 29, 2010 issue of WWD. Subscribe Today.
“The inclusion of the woman who is looking at the picture is really key,” said Nabi, who explained the women shown in the campaign, which is already out in France and is being rolled out elsewhere (including the U.S.), seem to be looking directly at the viewer. “She’s with us…and she’s displaying a lot of confidence.
“The second thing we are going to do is to bring more diversity into Lancôme,” continued Nabi, giving as an example Dominican model Arlenis Sosa, who figures in the campaign.
Further, the rose, long Lancôme’s symbol, has been played up in these ads.
“Lancôme is [about] the beauty of femininity, not an aggressive femininity, not a bling-bling femininity, not a hit-you-in-the-face femininity, but a harmonious femininity,” said Nabi.
He also believes despite a lot of luxury brands’ — and even mass market brands’ ads — being dark in color these days, it’s important to reinfuse Lancôme’s campaign with light.
And no doubt, more developments are afoot at the brand, as well.
Nabi became president of Lancôme in July. Prior to that, (and starting in 2006) he served as general manager of L’Oréal Paris International. Nabi began working at L’Oréal in 1994.