While we weren’t the biggest fans of Emma Watson’s ad for Lancome’s Midnight Rose fragrance, we’re excited to see that the brand brought her back to be the face of their new lipstick line, Rouge in Love.
Lancome, not exactly the most youthful of beauty brands, has been making a concerted effort to appeal to a teenage consumer by using YouTube sensation Michelle Phan as their in-house makeup artist and hiring popular young faces like Watson.
Rouge in Love follows a similar strategy. Writes Women’s Wear Daily:
With Rouge in Love, “the idea is to make this young generation — that has been a gloss fan — come back to using lipsticks,” said [Youcef Nabi, president of Lancôme International], who explained Lancôme learned that such women today weren’t using it as much because they couldn’t find colors to fit the looks they had in mind and because the hues in longwearing lipstick generally fade.
“At the same time, they were complaining about the fact that the classical lipsticks were heavy on lips,” said Nabi. “So we invented a formula which is a brand new generation of texture that is at the same time very intense color and six-hour perfect wear.”
Watson reportedly worked with Lancome on the shades, so they’ve got the Hermoine Granger seal of approval as well.