FACE FORWARD: As part of its 80th anniversary this year, Lancôme will launch today a participative platform, youarelancome.com. It involves an interactive game in which women can customize their downloaded portraits with stickers of reinterpreted iconic products, Paris symbols, textures or illustrations created by artist Leslie David. She took a cue from the Lancôme universe. The ambassadors of the L’Oréal-owned brand, who include Julia Roberts, Penélope Cruz and Kate Winslet, have taken part in the game, and their portraits will be found on the site.
This story first appeared in the April 15, 2015 issue of WWD. Subscribe Today.
As part of youarelancome.com, women may vote on their favorite portrait or portraits. A jury is to also be involved in choosing the short list and revealing the name of 10 people. These will be invited to the birthday party Lancôme will host in Paris on July 7 to celebrate its eight decades. Other participants are to receive a limited-edition gift set.