The bestseller of 2012, La vie est belle, Lancôme, was noticeably different from its competitors. And last but not least, its advertising campaign. Or rather, the fact that her heroine smiled, which is a rarity by today’s standards.
It’s strange, but it’s a fact: fragrance advertising stars rarely do this! Languid poses, half-open mouths, sidelong glances – this is the only way, according to the intention of the producers, to convey the enticing mystery of perfumes. But why not smile? After all, it expresses our emotions exceptionally subtly, says American psychologist Paul Ekman*. A sincere smile speaks of inner well-being and attracts the sympathy of others. To smile, we use 15 facial muscles… but each time in a different way. For example, if you simply stretch your lips, only the large zygomatic muscle will work, and with a sincere smile, the area around the eyes is involved. The muscles of the eyelids contract involuntarily only when we really experience pleasant feelings. It is impossible to confuse the hypocritical grimace with the radiance of happiness. That’s why the radiant smile of Julia Roberts in the La vie est belle ad impressed buyers so much. But these are not all the “smiling” details of the fragrance. His bottle was created in 1949 for the perfume Le sourire de cristal, “Crystal Smile”, which was symbolized by the playful curve inside the bottle. At that time, the fragrance did not go on sale, and the bottle was recreated for La vie est belle. Only the designers specifically “inscribed” the outlines of the legendary smile of Julia Roberts into it. And she turned out to be very “faced” with this fragrance.
Read more:
- Julia Roberts: “I’m learning to live slowly”
* Read more: www.paulekman.com
Autumn’s novelty La vie est belle L’eau de Parfum Légère is more airy than the eau de parfum that appeared a year ago. The new composition is distinguished by the rare combination of iris and white musk in perfumery.