Publicis Luxe Unveils the New Idôle Power Campaign for Lancôme with Olivia Rodrigo

Publicis Luxe reinvents Idôle, Lancôme’s emblematic fragrance, with a striking new campaign led by Olivia Rodrigo. A voice of her generation and a symbol of fearless individuality, she embodies the fragrance’s spirit: a declaration of confidence and self-belief. With her undeniable presence, she transforms Idôle Power into more than a scent—it becomes a statement of strength and the journey towards one’s true self.

King She: a bold, fluid vision

King She, the duo of directors Radha Ganti and Robert Lopuski, brings their signature visual storytelling to the campaign. Known for their work with Apple Music and Rihanna, they craft a dynamic, fluid narrative that mirrors self-discovery. Set to Olivia Rodrigo’s song "Brutal," the campaign pulses with bold energy, reinforcing its message of transformation and empowerment.The campaign unfolds like a dance of transformation, orchestrated by the creative vision of King She. Their seamless, bold transitions mirror the path of self-discovery, creating a visual language that is both poetic and resolute. Every frame carries the energy of change, accentuated by the raw intensity of Olivia Rodrigo’s song "Brutal"—a soundtrack that channels defiance and authenticity, amplifying the heartbeat of the campaign.

Idôle Power: a scent of becoming in motion

Encased in a terracotta-hue bottle, Idôle Power captures the essence of evolution and self-affirmation. Designed and crafted by Publicis Luxe, the campaign resonates with the message "Becoming you is your power," celebrating the strength found in authenticity. Olivia Rodrigo et King She breathe life into this vision, making Idôle Power not just a fragrance, but an anthem of self-expression, resilience, and fearless reinvention. This bold and modern campaign unfolds through a striking 30-second film, where seamless technical transitions enhance the visual storytelling in a unique way. To deepen engagement, a 360° activation includes authentic behind-the-scenes content tailored for Gen Z, as well as impactful product and ingredient visuals. Deployed across print, retail, social media, e-commerce, and platforms like Spotify, the campaign ensures a powerful and immersive brand presence.