After 75 years leading the way as a global beauty brand, it seems Lancôme is finally shedding its classic French style and embracing an urban Brit twist.
The beauty brand’s latest campaign for the upcoming collection stars 22-year-old Harry Potter actress Emma Watson, looking sleek and young with candy pink lipstick, rose blush and flicks of jade eye-liner.
‘In Love’ is fevered, modern and above all – young. The colours and feel of the collection evoke the first flush of love in a fast-paced world.
The collection features a series of must-have products, including translucent lipstick, pearl blusher, mist spray, BB cream, crushed jade kohl and eye palettes in Pistachio Cream, Violette Candy and Sugar Rose.
The packaging speaks of an urban love story – a collision of pop art colours with cutesie flower motifs based on Parisian fabric from the 18th century.
This is Lancôme but stylised – still classic, still practical and still high-quality but now with a youthful twist in keeping with the SS13 runway trends.
We particularly like the ‘Kohl In Love’ in 20 Jade Crush (around £18) – an eye-liner with an intense, creamy formula which looks incredible against blue eyes. Team this with the Baume In Love lipstick in 110 Rose Macaron (around £24) for the vibrant, urban look worn by Emma Watson.
‘In Love’ will be sold at Lancôme counters from February 1.