Lancôme Partners with Olivia Rodrigo for Bold Idôle Power Campaign

Publicis Luxe has unveiled a new campaign for Lancôme's Idôle Power fragrance featuring Olivia Rodrigo, targeting Gen Z consumers with a message of authenticity and self-expression. The 30-second campaign film, directed by King She duo Radha Ganti and Robert Lopuski, features Rodrigo's track "Brutal" and employs several visual transitions to convey transformation. The directors, known for their work with Apple Music and Rihanna, created a fluid narrative emphasizing self-discovery.

The fragrance, presented in a terracotta-colored bottle, launches with the tagline "Becoming you is your power." Lancôme's 360-degree marketing strategy includes behind-the-scenes content, product visuals, and distribution across print, retail, social media, e-commerce, and Spotify platforms.

This campaign is Lancôme's latest strategy to connect with younger consumers through Rodrigo's influence and authentic storytelling approach.