Lancôme has enlisted entrepreneur and television personality Martha Stewart to promote its latest fragrance launch, La Vie est Belle Vanille Nude.
The move highlights the L’Oreal-owned beauty giant’s continued focus on Gen X, following a series of campaigns with actress Julia Roberts, who has fronted the La Vie est Belle franchise since its debut in 2012.
Stewart, 83, stars in a new Instagram campaign that sees her serving up a new favourite in the kitchen: the fragrance.
The tongue-in-cheek post plays into Stewart’s internet persona, which has found renewed popularity in recent years thanks to her playful social media presence and collaborations with figures like Snoop Dogg.
The partnership comes as more brands continue to tap niche micro-celebrities for campaigns.
Earlier this month, Stewart also announced the launch of Elm Biosciences, her debut longevity-focused skincare range in collaboration with dermatologist Dr Dhaval Bhanusali.
The launch also coincides with a new campaign film starring Julia Roberts, directed by Academy Award winner Damien Chazelle.
While Roberts continues as the face of the wider La Vie est Belle franchise, Stewart’s involvement signals Lancôme’s strategy of broadening its appeal among older consumers while leaning into the cultural relevance of Gen X personalities.
The brand also worked with Sex and The City actress Kim Cattrall earlier this year as part of its Idôle Flutter Extension Lengthening Mascara campaign.
Lancome are not the only ones betting on Gen X, as L’Oréal Paris and Estée Lauder also brought in Gen X icons as ambassadors earlier this year.
Lancôme launches new La Vie est Belle Vanille Nude
La Vie est Belle Vanille Nude is described as Lancôme’s first musky vanilla fragrance.
Inspired by the indulgence of biting into a French pâtisserie, it blends glazed vanilla, jasmine from Lancôme’s Domaine de la Rose, creamy white musks and orris.
Created by perfumers Anne Flipo and Dominique Ropion, the scent is positioned as an intimate “parfum de peau”, designed to only become complete once it touches the skin.
Flipo shared that the scent creates “an intimate connection between the fragrance and the skin.
“It reveals a more sensory vision,” she added.
La vie est belle Vanille Nude will be available from August 2025 in 10ml ($35), 30ml ($95), 50ml ($132) and 100ml ($164) formats.
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[Lead image credit: David Shankbone - Shankbone, CC BY 3.0]