Lancôme has debuted a new campaign celebrating 25 years of Juicy Tubes, featuring celebrities reminiscing about the era and the lip gloss.
Socialite Paris Hilton, The OC actress Micha Barton, Disney star Hilary Duff and Gossip Girl actor Ed Westwick are among the famous faces appearing in social media adverts in a throwback to Y2K pop culture.
Destiny’s Child singer Kelly Rowland, Chad Michael Murray who starred in TV series One Tree Hill and Freaky Friday with Lindsay Lohan, and fellow The OC actress Rachel Bilson are also among the stars who share nostalgic stories around the lip gloss.
First launched in 2000, Lancôme claims to have sold 20 Juicy Tubes every minute in the US at the height of its popularity.
It was discontinued in 2018 but was later brought back in 2020.
In one of the social media videos, Westwick appears to reprise the role of suave Chuck Bass, a character he played in the original series of Gossip Girl, which first aired in 2007.
“Let’s face it, the Upper East Side was built on three things, scandal, secrets and this,’” he says, holding up a tube of the gloss.
Meanwhile, Bilson says in her clip: “Nothing transports me back to the early 2000s quite like Juicy Tubes, the taste, the smell, the colour.”
She continues that it reminds her of winning a Teen Choice Award for best chemistry, and that she won because “kisses are better with Juicy Tubes” – a slogan used throughout the campaign.
Lancôme first teased the campaign on May 14 in an Instagram post that said: “Introducing our Juicy kissing web.
“These 2000s icons know one thing for sure: kisses are better with Juicy Tubes. Stay tuned this week as we reveal who they are... it’s about to get juicy!”
The ten celebrities have been unveiled throughout the week, with the last revealed yesterday (21 May).
Also tapped by Lancôme for the social media campaign are Amanda Seyfried, who played Karen in 2004 hit film Mean Girls, Gabrielle Union who appeared in 2000s teen movies Bring it On and 10 Things I Hate About You.
Singer and actress Christina Millian, known for hits like Dip it Low and AM to PM, also features.
The social media clips appearead on Lancôme's official channels on. Instagram and TikTok.
The L’Oréal-owned brand’s focus on Juicy Tube comes amid a boom in all things lip – from new generation glosses and oils, to blurring liners and lip stains.
Lancôme is not the only established name making a play for the category with a throwback to OG products.
Mac Cosmetics recently launched ‘Born Famous’ to promote the launch of its new Lipglass Air Non-Sticky Gloss.
A new take on the original Lipglass, the campaign centres around nepo babies - offspring who are famous due to their parents – and features US TV star Lisa Rina and her daughter Amelia Gray.
Zaya Wade, daughter of basketball star Dwayne Wade, and Francesca Scorsese, daughter of film director Martin also appear.