Lancôme strategically partners with Rosalía for perfume campaign, “make life beautiful”

19 Sep 2022 --- Lancôme is unveiling a collaboration with eight-time Latin Grammy-winning singer Rosalía for its La vie est belle fragrance. Rosalía promotes the La vie est belle slogan – “Life is what you make of it. Make it Beautiful” – through this cooperation. 

Rosalía will be featured in a number of the brand’s social media posts and advertising efforts in the US to market the collaboration.

In order to provide Rosalía’s followers with an engaging pop-up experience and give the Rosalía community the chance to discuss how they are living la vida es beautiful, Lancôme will also accompany Rosalía on her tour in select locations across the US in September and October this year.

Additionally, through a contest on the company’s social media channels, Lancôme will give away concert tickets to specific cities and Rosalía-signed bottles of La vie est belle eau de perfume.

La vida es bella
According to Giovanni Valentini, General Manager of Lancôme US: “At Lancôme we think that pleasure is a powerful source of beauty and Rosalía, through her skill and music, offers happiness to millions of people every day.”

The phrase “la vie est belle” means “life is lovely,” and Lancôme believes Rosalía’s ‘avant-garde’ fashion sense and musical skill capture her interpretation of la vie est belle, or la vida es bella, in her native Spanish.

“As we welcome Rosalía, a partner of La vie est belle, we hope to encourage our Lancôme community to always think that life is what you make of it, make it beautiful. We are working with Rosalía for this US partnership and spreading this simple and inspiring message to her fans.”

Rosalía and Lancôme have teamed up to bring her personality to La vie est belle.Eye-catching ‘originality’ 
The brand claims that Rosalía handles things uniquely. Her brand is wholly distinct due to her “warmth, energy, style and passionate love of her culture.”

“She has never been one to follow the crowd. Rosalía is creating a life that is entirely original and is in fact belle,” the brand says.

“If you want to find beauty in life, you have the power to find it,” says Rosalía. 

Smells like fame
Celebrities are becoming more and more involved in the world of fragrances. Recently, Kylie Minogue and Scent Beauty introduced a modern, longer-lasting vegan version of her signature fragrance, Darling. 

Designed by Firmenich perfumer Ilias Eremendis, the recreated formula builds on the original scent launched in 2006 in a “modern way.”

With top notes of passionfruit, freesia and lychee, heart of lily and boronia flower and base aromas of sandalwood, amber wood and vanilla, Darling Eau de Parfum can be described as a floral fragrance.

Additionally, UN Women Goodwill ambassador and actress Emma Watson fronted Prada’s new women’s fragrance, which was made available worldwide on August 22.

Watson made her directorial debut for the fragrance’s short film and was photographed by Harley Weir for the print campaign in her first collaboration with the brand. Prada pegged Watson as the embodiment of their fragrance as she “rewrites the codes of femininity.”

By Mieke Meintjes