Lancôme taps cartoon vixen Betty Boop for new mascara campaign
Posted by on June 25, 2012 | 2:20 pm EST

Photo: Lancome

Vintage and modern glamour will collide in Lancôme’s up-and-coming Hypnôse Star mascara campaign film. Beloved cartoon bombshell Betty Boop is staging a comeback—or so it seems—as the label announced that the animated icon is starring alongside Daria Werbowy in the short. To bring Betty Boop’s old Hollywood charm and Werbowy’s contemporary appeal to the small screen, Lancôme tapped French comic book creator and film director Joann Sfar to helm the production.

Bringing the cartoon vixen back to life isn’t an easy feat, but Lancôme teamed up with King Features, Betty Boop’s licensor, and Biplano, the brand’s licensing agent in Spain, France and Portugal to “develop and create original” artwork for the groundbreaking campaign. King Features’ vice president of international licensing Cathleen Titus expressed the company’s excitement, saying they are “thrilled” and “impressed with Lancôme’s appreciation of how Betty could bring a distinctive dimension to the campaign.”

The new Hypnôse Star mascara, set to arrive in stores this July, drew inspiration from the glamour of the 1930s movies. It carries a brush that boasts a triangular shape to cover every lash, deliver volume and yield a glossy finish. While the full commercial is yet to be released, watch a behind-the-scenes preview in the video below.


Photo from
Lancôme
With reports from
License Mag

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