Rachel Bilson stars in a straightforward advertisement for Lancôme's Juicy Tubes lip gloss, evoking early 2000s nostalgia. The ad, filmed simply on her iPhone, showcases a trend of celebrity testimonials where the product takes center stage. This contrasts with past high-concept, extravagant ads that can confuse consumers. Lancôme, along with others, shifts strategies to prioritize authenticity and build consumer trust. Senior vice president Isabelle Carramaschi emphasizes the straightforward nature of their marketing, contributing to high engagement, as seen with Ed Westwick's ad performing exceptionally well.
"Ads featuring celebrities enjoying a product, or speaking directly to the camera about its benefits, are among the oldest forms of mass marketing."
"The strategy seems to have paid off: the Westwick ad is the brand's most engaged video of all time."
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