Julia Roberts the face of Lancôme’s latest perfume

Actress Julia Roberts is the new face of La Vie est Belle, the fragrance that Lancôme will launch in September: a hymn to life, the olfactory epitome of smile, the real one, the one related to freedom and, finally, happiness.

Lancôme La Vie est Belle

Can a fragrance be a philosophical statement in your life? Maybe so, when it is a fragrance with a conscience and a soul, when it is the manifesto of a new era, a statement to the world, made of grace, light and freedom.

As the scent that Lancôme is about to launch, rather than a perfume it is a revolution: starting from the name itself, La vie est belle, reminder of that joie de vivre experienced not as a coincidence of life, but as a personal pursuit of happiness.

“Happiness chosen by today’s women is a radical philosophical choice worlds apart from the happiness hoped by their ancestors sisters, mostly centered on the defensive-aggressive princesses in desperate search for a Prince Charming. Even worlds apart from the ascetic happiness of their mothers, made of compromises more or less unacknowledged, renouncing themselves, made of self-denial?” says the French philosopher Vincent Cespedes.

Photo courtesy of beautezine.com

And it is precisely for these women of the new era that has just begun, that Lancôme‘s best noses created La vie est belle, olfactory epitome of smile, the real one, the one related to freedom and, finally, happiness. “We add a certain something into our existence. A seasoning, a perfume. A charm. Without such charm, this certain something, nothing is worth being lived,” said the brilliant visionary of life, Henri Lefebvre.

Photo courtesy of beautezine.com

Dare to get rid of the codes to better invent an olfactory language, so hard to classify, is what Olivier Polge has tried and tried again, who, with his classy creativity, brings to La vie est belle a note of intense elegance, Dominique Ropion, who tamed the flowers to extrapolate the ”spark of life,” and Anne Flipo to whom we owe all the luminous femininity of this new fragrance.

A front and side view of the distinctive La Vie est Belle fragrance flacon -- moodiereport.com photos

With the visionary genes of director Tarsem Singh to make the shootings and Mario Testino to take care of the photographic part, from La vie est belle will emerge the true charm, a peculiar splendor, that je ne sais pas quoi that lets those who have the courage to choose their own path, shine with their own light. A little as it is for Julia Roberts, who will be the face of the fragrance: a bright personality, wide smile, and a private life preserved by a wonderful discretion.

It is the discreet triumph of quality, of being over having and the appearance, the gentle but resolute affirmation of “less but better”;  a choice of life far from the conformism of the already established, far from that soulless perfection, from the social life little game where, in an atmosphere that knows no levity, each word is inexorably weighed, every gesture calculated, everything already planned. –vogue.it

The fragrance was presented to the press in early May 2012 at a lavish dinner party in Montecarlo, South France. –Photos courtesy of aboutjulia.com