- Julia Roberts fronts Lancôme's newest fragrance, La vie est belle Very Cherry, in a campaign directed by Oscar winner Damien Chazelle and set to Blondie's "Heart of Glass."
- The spot leans into a playful, pop visual concept: cherries "raining down" around Roberts, a departure from the brand's usual romantic Parisian imagery.
- The fragrance updates Lancôme's signature "crystal smile" bottle with a cherry-toned gradient and blends black cherry, violet leaf, and oud with cocoa butter and Madagascar vanilla.
- The campaign extends Roberts' ambassadorship, which began in 2009, into its 17th year, even as Lancôme rapidly expands its roster with newer faces like Vanessa Kirby and Zoe Saldaña.
Julia Roberts is once again the face of Lancôme, this time for a fragrance with a bite: La vie est belle Very Cherry.
The campaign, directed by Damien Chazelle, marks the pair’s latest collaboration after their 2024 La vie est belle L’Elixir film and Lancôme’s 2025 holiday campaign.
This time, the tone shifts. Instead of a Parisian rooftop or a ballroom escape, Roberts is drawn in by a single cherry, then another, until she’s standing beneath a shower of red fruit that gives way to the new scent.
Blondie’s 1978 hit “Heart of Glass” plays underneath, giving the spot a punchier, more playful energy than Lancôme’s typically romantic fragrance films.
The bottle gets a refresh too, taking on a cherry-toned gradient while keeping the collection’s signature “crystal smile” silhouette. Inside, perfumers Antoine Maisondieu and Christophe Raynaud built the scent around a dark cherry accord, violet leaf absolute, and a warm oud base rounded out with cocoa butter and Madagascar vanilla.
Roberts has been Lancôme’s ambassador since 2009 and fronted her first La Vie Est Belle campaign in 2012, making Very Cherry the latest chapter in a partnership now well into its second decade.
The new spot keeps her firmly at the center, even as Lancôme has spent 2026 building out a much larger ambassador collective, signing Vanessa Kirby as global ambassador in March, welcoming Zoe Saldaña that April, and adding Demi Moore to the roster days later.
Where those additions bring fresh star power to Lancôme’s skincare push, Roberts remains the brand’s constant, the face consumers have followed through more than a dozen La Vie Est Belle chapters.
Takeaways
Lancôme’s playbook here is worth watching: bring in bold new names for skincare, but keep Roberts as the emotional core of the fragrance business.
Leaning on Blondie and a punchier, less classically romantic visual suggests Lancôme is trying to make a 17-year partnership feel current rather than nostalgic, betting that Roberts can still carry a younger, punchier tone without losing what made her Lancôme’s signature face in the first place.
Does swapping Lancôme’s usual romantic Paris imagery for a punkier Blondie soundtrack modernize the brand, or dilute what made Roberts’ campaigns iconic? Can a fragrance ambassador stay relevant for nearly two decades while a brand rapidly signs younger faces elsewhere in the portfolio?
