A month after joining Lancôme as a global brand ambassador, pop star Olivia Rodrigo is starring in her first campaign for the luxury makeup brand.
The vibrant new effort presents the next chapter of the brand's L'Absolu Rouge Drama Matte lipstick line, now in an improved intensive care formula to keep lips moisturized all day. The enhanced formula contains:
- Light-diffusing powdery pigments for a smoother and longer-lasting matte finish
- Soothing ceramides to better hydrate lips
- Grand Rose Extracts to promote skin cell rejuvenation
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The line also comes in 10 new shades: Nude Frisson, Ecstatic Caramel, Exhilirating Brown, Nude Shot, Nude Frenergie, Rose Énergie, Rosemania, Espresso Rush, Haut en Pink, and Plum Addiction.
In a statement to Forbes, Lancôme Global Marketing VP Marie-Eve Dove pointed out that as the entry point into luxury cosmetics for many people, lipstick was the perfect match for Rodrigo's first campaign.
According to her, the effort puts a spin on the brand's best-selling product to modernize it for a new generation.
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First announced in November, Rodrigo's global brand ambassador role with Lancôme comes at the heels of a massive year for the chart-topping 4x Platinum "SOUR" artist.
In February, she embarked on the 95-date "GUTS World Tour" that sold out famous stadiums worldwide.
The star also teamed up with Sony in October to launch her own exclusive colorway for the LinkBuds.
Bringing the Drama
A 30-second spot, titled "High on Color, High on Drama with Olivia Rodrigo," opens with the versatile artist striking a pose in a deep red dress that accentuates her matte lipstick, 430 Plum Addiction.
The ad is soundtracked by Rodrigo's song "get him back!," bringing a dramatic and sassy feel to the spot as she shows off her charms to the camera.
It then cuts to another scene showing Rodrigo in a bright pink dress to match the 399 Haute en Pink shade she applies to her lips.
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The spot ends with the musician confidently introducing the new product line.
Rodrigo is no stranger to major partnership deals, thanks in part to the star's huge following, and the campaign’s seamless blend of luxury and youthful energy showcases how branding agencies elevate a brand’s appeal to new generations.
This, however, marks her first time working with a luxury cosmetics brand, which is part of Lancôme's new influencer marketing strategy that targets younger demographics.
