Publicis Luxe and Lancôme Launch International Campaign Featuring Lily Collins and Bearbrick

Oct. 11, 2022

Accompanied by Publicis Luxe, Lancôme launches a fun-filled beauty experience in collaboration with Japanese cult favorite toy, Bearbrick. Aptly named Happy, Bearbrick becomes Lancôme’s happiness totem, artistically reinterpreting the House’s signature and emblem, as he adorns the brand’s icons in an exclusive limited collection. 

Starring actress Lily Collins, the collaboration’s graffiti aesthetic is injected into the House codes, notably the Lancôme logo, its iconic rose and its signature Ô. The three films, titled Call Me Happy, each highlight the brand’s limited editions, as Collins magnetically takes us through the journey of bringing Lancôme’s happiness mission of beauty to life. 

Conceived with the help of Publicis Luxe, the Lancôme x Bearbrick collaboration adopts a playful approach to combining luxury skincare and makeup with the world's most famous collectible art toy, creating hassle-free beauty in everyday routines. Happy comes in three sizes of figurine, alongside limited editions of the brand’s skincare and makeup icons: Génifique, Clarifique and L’Absolu Rouge. 

This is deployed as a 360° campaign, aimed at building social media, digital, e-commerce, display and retail experiences. The three films, featuring Lily and Happy, were accomplished using a comprehensive number of visuals and stills. 

The media campaign was launched worldwide on October 6nd, 2022.