Company executives said the glamorous and artistic print campaign had been designed to create a personal connection with women through macro-photography camera-work and eye popping colours combined with a clear and concise vocabulary. All this, the company added, aims to help keep the brand's image fresh.
The campaign has been created through a partnership between French Agence 133 and Lancôme's international and US marketing teams. The company said extensive research in the US market had been used to devise the new approach.
Executives said that the results of its extensive research in the market had led to some interesting feedback from its customers. "They say, 'Please give us a little more surprise, be a little more daring,'" said Marc Dubrule Lancôme chief executive.
The campaign will start with an ad for the companies lip-product line, Juicy Wear, which will then be expanded to include an brand-image driven campaign for a range of other lines. It will also feature a range of outdoor posters, together with ads in shopping centres and leading magazines such as Elle, Marie Claire, Vanity Fair and Vogue.