For the launch of their new mascara, Hypnôse Star, the brand has licensed the use of Betty Boop for both advertising and in-store materials. Wearing a dress that shows her legs just over the garter belt, Betty Boop leans against the Lancôme mascara placed on the arm of the model Daria Werbowy. The message reads: "Lancôme reveals the secret to a striking appearance. Betty Boop was first with the look and now supermodel Daria recreates it." The campaign has been created by the Paris agency Publicis 133 and photographed by Mario Testino. It first appeared in 2012, in the December issue of Harper's Bazaar, and a month later in magazines such as Elle, Glamour and People.
“From the very beginning, Betty Boop has been glamorous, seductive and hot – and what you first notice is her eyes,” says Silvio Galfo, CEO of Lancôme’s marketing department.
Although it's the first time Lancôme use a comic character in their marketing, it’s far from the first time this has happened in the cosmetics industry.
Betty Boop was created in the 1930's by Max Fleischer, whose studio was located in Times Square. By carefully observing the way moths moved, the artist managed to capture a realism in Betty Boop's movements that was out of the ordinary. This, together with her bobbed hair and short skirt, turned Betty Boop into an icon resembling Flappers, the liberated women of twenties. And this of course set the stage for her inevitable comeback in the retro film "Who Framed Roger Rabbit?" (1988).