Today’s New York Times takes a comprehensive look at Betty Boop as a successful licensed brand, focusing on Lancôme‘s new advertising campaign to introduce its Hypnôse Star mascara. The story positions Betty alongside other famous Lancôme models and as the perfect choice for a starring role in the campaign.
Lancôme, the undisputed mascara expert, is reinventing glamour and bringing together two icons, Betty Boop and international supermodel Daria Werbowy, in a worldwide campaign to promote Lancôme’s latest brand extension, Hypnôse Star.
The world-renowned beauty and fragrance brand recently launched a global advertising campaign featuring fabulous glamour girl Betty Boop touting the beauty benefits of Lancôme’s new Hypnose Star mascara alongside top model Daria Werbowy.
As the worldwide exclusive licensing agent for Betty Boop, King Features worked closely with Lancôme on development and created original Betty Boop artwork for the campaign, which includes print ads in major fashion and lifestyle magazines, outdoor, point-of-purchase displays and demonstrations and extensive social and mobile media support. Primary distribution is in upscale department stores and perfumeries, where demonstration personnel will wear unique Betty Boop items, and cross-promote Hypnôse Star with Lancôme’s Ombre Hypnôse eye shadow.
Lancôme’s eye-popping campaign launched in the UK exclusively at luxury department store Selfridges London, with dedicated point of sale areas and fully animated light displays. The campaign has since launched at retail in various European markets, and will makes its way to the U.S. for an exclusive launch at Sephora in early August. In November, in-store displays with Betty Boop will expand into department and specialty stores, including Macy’s, Dillard’s, Bloomingdales, Saks, Lord & Taylor and Nordstrom.
Betty Boop is one of the most popular and successful licensed characters in entertainment history, with nearly 200 licensees in the United States and nearly twice as many internationally that produce quality products bearing Betty’s likeness in virtually every category. As the worldwide exclusive licensing agent for Betty Boop, King Features works closely with Fleischer Studios to keep Betty entertaining millions of fans and collectors.