Hypnôse Star, Lancôme, Hypnôse Star mascara, Ombre Hypnôse Mono Eyeshadow, Ombre Hypnôse, Betty Boop, Daria Werbowy, Facebook app, iphone app, Joann Sfar, Lancôme Studio channel, YouTube

What happens when a 1930’s cartoon starlet, a super model, a global beauty brand and social/mobile media collide? A sparkling introduction to Lancôme’s new Hypnôse Star mascara and Ombre Hypnôse Mono Eyeshadow collection that blends carefree retro glamour with modern Hollywood chic, starring Betty Boop and Daria Werbowy. In conjunction with traditional media vehicles, the launch includes both a Facebook app and an iphone app as well as a short film directed by Joann Sfar which appears on the Lancôme Studio channel on YouTube. The apps feature product descriptions and tutorials, as well as a camera with filters and a charming alarm clock and playful Betty Boop reactions for the iphone. Content on the Lancôme website covers not only similar content but features a broader account of the experience and the “encounter” between the stars. This launch is clever, charming and engaging right down to the credits at the end of the film. Betty advises Daria to ‘Just say it with the eyes’, but Lancôme so brilliantly says it with just a bit more.