Lancôme Taps Olivia Rodrigo to Revive Its Gloss Legacy

Lancôme is betting on Gen Z star power to bring glossy lips back into the spotlight.

The beauty house has launched its "Lip Idôle Juicy Treat" campaign with singer-songwriter Olivia Rodrigo as the face, framed as a revival of Lancôme’s gloss heritage.

The campaign is marked by spots showing Rodrigo in close-up sequences, her charm amplified by slick, hydrating gloss textures.

Publicis Luxe led creative direction, with Massato Riesser directing the films and Amy Troost shooting photography that emphasizes shine and texture.

Overall, the campaign introduces Lip Idôle Juicy Treat as more than a cosmetic product by establishing it as an expression of self-confidence and personality.

And with Rodrigo’s star power, the campaign has chosen the right person to be the symbol of youthful style and expression.

Shine Brought to Life

The short spot sees multiple versions of the "Driver's License" singer against a white backdrop, strutting in different poses and holding up the Lip Idôle Juicy Treat.

Viewers are then treated with a montage of stylistic shots highlighting the shine of the lip oil. 

Still-life photographer Charles Helleu and texture specialist Romain Lenancker made sure the luminous qualities of the formula stand out, as it promises both hydration and shine.

"Juicifies like a gloss, acts like a serum," Rodrigo says. 

The campaign extends globally across social media platforms and retail activations, highlighting Lancôme’s intent to build a contemporary identity through its stars.

Luxury branding often relies on consistency, but Lancôme is opting for reinvention.

This is why Rodrigo’s role is designed to bridge a new audience to a brand known for classic beauty.

The Lip Idôle Juicy Treat rollout follows previous collaborations with Zendaya and Lily Collins, showing how Lancôme uses celebrity partnerships to stay relevant among younger consumers.

Last year, L’Oréal Group, Lancôme’s parent company, reported $47 billion in annual revenue.

This push illustrates how a heritage product line can be reframed for modern audiences:

• Casting a global celebrity resonates more when authenticity aligns with the product’s everyday use.
• Refreshing legacy categories works best when paired with a strong visual identity across photography, film, and retail.
• Extending the campaign to digital and retail activations ensures the creative doesn’t just live in ads but in real-world contexts.

The real test for Lancôme will be whether this gloss revival resonates beyond the initial wave of attention.

Our Take: Can Gloss Really Make A Comeback?

I see Lancôme’s gamble as a telling moment for beauty marketing.

Gloss hasn’t been a cultural obsession since the early 2000s, yet Gen Z nostalgia and Rodrigo’s influence could make it trend again.

The risk is whether the product feels like a genuine reinvention or a recycled idea.

And if this is going to stick, Lancôme needs to back the ads with real product love from consumers, not just hype.

In other news, Prada recently teamed up with director Yorgos Lanthimos and Scarlett Johansson for a campaign highlighting the iconic Galleria handbag. 

Celebrity campaigns succeed when they feel authentic. These creative agencies guide brands in making sure the story matches real product use.