Ad Campaigns
LANCÔME’S launches La Vie Est Belle campaign
Mumbai: Lancôme has always nurtured a keen understanding of what makes contemporary women happy. For the past ten years, Lancôme’s La Vie est Belle has enjoyed success among women for its empowering affirmations of freedom and optimism. For the first time, Lancôme calls its family around La Vie est Belle and its muse Julia Roberts in an emotional celebration of women supporting and inspiring each other. The new campaign showcases Lancôme’s strong bond with the La Vie est Belle family world-wide. Lancôme invites their all-star community of ambassadors to stand together for a united declaration of happiness: Julia Roberts, Amanda Seyfried, Isabella Rossellini, Lily Collins, Pénelope Cruz, and Zendaya Coleman join her along with two new muses: Aya Nakamura and Hoyeon.
The fragrance, La Vie est Belle EDP, is a gourmand composition of floral and fruity notes centred on natural and simple beauty. With Top notes of Black Currant and Pear; middle notes of Iris, Jasmine and Orange Blossom; base notes of Praline, Vanilla, Patchouli and Tonka Bean. The fragrance is an outlook on Life inspired by joy and pleasure in small things. This iconic cast of happiness activists echoes the intensity of the scent and the infinite smile adorning its bottle.
Speaking on the new campaign, Coleman said, “Life is about finding your voice, figuring out who it is that you are or you want to be, and I think there is nothing wrong with taking your time in finding that. I think we all have it; sometimes it starts a little quiet, a little small, but if you find it and hear it, embrace it and don’t be afraid to share that voice with the world. La vie is beautiful.”
Commenting on the campaign, Loreal luxury department director Shradha Nichani said, “For the first time, we are bringing together the La Vie est Belle family to celebrate women supporting and inspiring each other. ‘Make Life beautiful’ is a campaign about feeling loved, beautiful, strong and empowered. As a brand, Lancôme is all about inclusivity, and the campaign reflects our values and how we see the world. India is one of our key markets and a country that embraces and understands diversity. Our campaign will see Lancôme partner with 50+ Indian women who influence lives nationally and globally. We would encourage women from all walks of Life to partner with us and share their interpretation of what makes their life beautiful.”
The La Vie est Belle campaign introduces a series of stunning photographs by legendary fashion photographer Mario Sorrenti who signs the pictures of this iconic campaign. The film is shot by rising director Emmanuel Adjei who celebrates the unstoppable power of the female sorority. The campaign’s soundtrack features the powerful, world-renowned song ‘What a Wonderful World’ by Louis Armstrong, sung by women and for women, as an anthem of happiness. The video portraits showcase the ambassadors’ authentic and spontaneous vision of Life and what makes it beautiful to them. As they authentically open their hearts, they invite each La Vie est Belle community woman to use her voice and participate in this celebration of the beauty of life.
With its all-star campaign, Lancôme aims to spread the message of happiness and positivity, empowering women worldwide to embrace their choice of freedom and optimism. La Vie est Belle – Life is what you make of it, but it is what you make of it. Together. “Life is running towards your dreams no matter what happens, what comes your way, what people say. Never stop going, never stop moving and always believe in the impossible because, at the end of the day, there is only one you, and your voice matters, so, don’t let anyone silence it! Life is…I don’t know…beautiful.” said Collins.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
