Lancôme
A star reborn
The genesis of the new Génifique.
Insight
Fifteen years ago, Lancôme rocked the skincare world with the release of Génifique. One of the first skin serums on the market, this little black bottle quickly became a bestseller and then a veritable cult product.
But any icon is only as strong as their ability to reinvent themselves. So, when Lancôme’s scientific team found a stellar new repair ingredient, they made the bold choice to reinvent their most iconic and beloved serum. The result is Génifique Ultimate.
Idea
Every so often, a star is reborn. AKQA imagined a supernova universe to reveal Génifique Ultimate. A clean, technical world was created to reflect the new formula: a scientific masterstroke featuring Beta Glucan-CM, the medical active of the future.
To bring the story to life, the film was directed by visionary Daniel Saanwald and featured supermodel Gemma Ward. The latter rose to international stardom for her unusual, other-worldly beauty back in the noughties and is a star reborn herself.
Impact
The global skincare industry is worth 170 billion dollars and is set to double in the next ten years. In a saturated market, it can be difficult to redefine the rules. Génifique Ultimate has sparked interest with audiences responding positively.
The hero film was supported by a 360 campaign that included fresh product photography, CGI, additional content and a futuristic-inspired social series with social media personality Emma Chamberlain.
This campaign sets a new standard for skincare – truly best-in-class, reflecting high-efficacy luxury skincare. We managed to make people dream while staying scientific and super strong on performance.
