Lancôme has tapped American businesswoman and TV personality Martha Stewart to front the launch of its new fragrance, La Vie est Belle Very Cherry.
Stewart, 85, stars in a new Instagram campaign for the latest addition to the La Vie est Belle franchise
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“Most people think the finishing touch is decorative. But it is not,” said Stewart in the video shared on Lancôme’s official Instagram account.
“I think it is what transforms it. Just like a good cherry. And the same goes for fragrance
“A fragrance should leave an impression long after you have left”
Picking up a bottle of the fragrance, Stewart continues: “This opens with a beautiful burst of cherry.
“Bright, vibrant, impossible to ignore. Fantastic.
“But what makes it interesting, the warm, woody oud is unexpected yet sophisticated.
“That is what a finishing touch should do.
“It should add something. If it does not, I would leave it out.”
La Vie est Belle Very Cherry is a fruity woody floral, described as “bold yet refined” by the L’Oréal-owned brand.
A “reinterpreted cherry with an exquisite twist of woody depth”, the fragrance is Lancôme’s first ever woody cherry scent.
Created by master perfumers Antoine Maisondieu and Christophe Raynaud, the decadent black cherry accord meets an elegant violet leaf absolute, and a “sensual depth” within the oud accord.
The partnership follows Lancôme and Stewart working together on a campaign for La Vie est Belle Vanille Nude last year.
Fashion designer and entrepreneur Amina Muaddi also appears in a short video for La Vie est Belle Very Cherry.
Actress Julia Roberts, who has fronted the La Vie est Belle franchise since its debut in 2012, also stars in a new advertising campaign for the Very Cherry fragrance.
Directed by Damien Chazelle, the advert features Blondie’s ‘Heart of Glass’ and sees Roberts climb stairs amid a cascade of cherries.
Image credit: Wikicommons, Gage Skidmore
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