Going against the traditional ads of pretty young models who appear to be twelve-year olds playing with their mother’s make-up, Julia Roberts’ campaign injects bit of realism, (albeit a tad airbrushed) and brings a little everyday glamour to middle-aged moms around the globe.
Last June, Lancôme introduced its first advertising campaign starring Roberts, with the actress promoting their new mascara, and since then, the company has never looked back. The campaign has been such a great success that the company reported more than $100 million in profits last year, according to Coco Perez.
Eager to continue the profitable partnership, the company has offered Roberts a cool $50 million contract to be the face of Lancôme for the next five years.
Lancôme celebrates its 75th anniversary this year, and to mark the event, has launched a special book, Lancôme, a French excellence, about founder, Armand Petitjean, written by novelist and journalist Stéphane Guibourg.