Lancôme has collaborated with The Devil Wears Prada 2 to promote its new longevity science-backed skin care range in a culturally relevant campaign which aims to drive “both relevance and conversion”.
The L’Oréal-owned company has been named the signature skin care brand of 20th Century Studios’ high-anticipated upcoming movie, with the collaboration spanning activations that “blur the lines between entertainment, storytelling and commerce”.
New campaign video, The Absolue Impossible Task, sees Lancôme’s new Absolue Longevity MD range, which was provided during the production of the film, discussed in the world of Runway – the fictional fashion magazine at the heart of the franchise, run by Editor-in-Chief Miranda Priestly.
It sees actors Pauline Chalamet [who portrays a Beauty Editor at Runway] and Caleb Hearon [another Runway staff member] reprise their upcoming movie characters for the campaign as they take on Priestly’s “impossible task” to acquire unreleased skin care line Lancôme Absolue Longevity MD.
The skin range, which will debut on 1 May, is Lancôme’s first collection grounded in Longevity Integrative Science, formulated with Swiss biotech firm Timeline’s Mitopure technology to act proactively on the skin’s visible biological age.
“By embedding itself within this iconic property that defines modern fashion and beauty storytelling, Lancôme demonstrates a forward-thinking approach to brand building – one where narrative drives both relevance and conversion,” read a company statement.
The Devil Wears Prada 2 is set to open at movie theatres on 1 May and is the sequel to The Devil Wears Prada – the 2006 film which has amassed a cult following.
The film follows the story of aspiring journalist Andy Sachs (played by actress Anne Hathaway), who takes a job as the Junior Personal Assistant to Priestly (portrayed by Meryl Streep), the ruthless, high-powered Editor-in-Chief of Runway magazine.
Lancôme’s The Absolue Impossible Task campaign culminates in an exclusive pre-sale opportunity for Lancôme loyalty members, “seamlessly blending film-inspired storytelling and product discovery”, read a statement from the company.
“At Lancôme, we believe beauty does not fade with time, but becomes more resilient and more refined,” said Ramzy Burns, Lancôme’s General Manager.
“To see this cast – whose presence and influence have endured for decades – still radiating confidence, vitality and beauty speaks to the very essence of longevity.
“Lancôme Absolue Longevity MD was created to support that evolution, driving a proactive approach to skin health.”
Chalamet has also starred in a bespoke editorial content feature created with publication Vogue, alongside Lancôme Global Ambassador Isabella Rossellini, to further amplify the brand’s collaboration with the movie.
Lancôme’s The Devil Wears Prada 2 campaign assets will roll out across digital, social and owned platforms, supported by a robust retail presence nationwide.
"We are proud to collaborate with Lancôme on The Devil Wears Prada 2,” said Lylle Brier, EVP, Partnerships, Promotions, Synergy & Events at Disney.
"As the film’s signature skin care brand, Lancôme’s heritage of innovation and enduring elegance aligns seamlessly with a story that continues to define timeless style”
Lancôme’s Absolue Longevity MD collection will be available to purchase on 1 May, the same day as The Devil Wears Prada 2’s theatrical release.
The Devil Wears Prada 2 fever has hit the beauty industry, with brands such as L’Oréal Paris, TRESemmé and Mad Beauty all collaborating with the upcoming movie.