In 2012, Lancôme launched La Vie Est Belle women’s fragrance, with Julia Roberts as its ambassador, who channels a message of happiness. Its bottle, with a curved shape like a crystal smile, was first dreamed up in 1945 by artistic director George Delhomme, but remained unrealized then as it was too technically complex to make.
Vania Lacascade, Lancôme global brand president, said this was a defining strategic move for the brand. “She became the perfect bridge between the maison’s French heritage and a deeply universal emotional message,” Lacascade said. “Julia embodies a rare combination of iconic stature, authenticity and radiant warmth.
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“In many ways, she gave a human face to French luxury,” Lacascade continued. “Her natural emotional connection with audiences gave the fragrance an immediate and timeless resonance, particularly with American consumers.”
In 2012, as the U.S. was the main motor of the worldwide beauty industry, it was key for Lancôme.
“Premium beauty was experiencing remarkable momentum, growing at plus 20 percent, with fragrance surging by plus 30 percent,” Lacascade said. “The U.S. market was therefore essential for establishing La Vie Est Belle as a modern luxury icon with global influence.”
She explained the fragrance profoundly transformed Lancôme’s presence in the U.S., as it elevated the brand from being known mostly for skin care and makeup into a fragrance powerhouse.
“As the first ‘iris gourmand’ fragrance, it redefined the category and became a major business success,” Lacascade said. “But La Vie Est Belle was never just a fragrance launch, it was an emotional statement. It marked a new chapter for Lancôme by expressing a vision of French luxury rooted in joy, confidence and optimism, values that resonated strongly with women around the world.”
It is rare there’s one fragrance ambassador for a fragrance over a 14-year stretch.
“Julia Roberts brings something truly timeless to Lancôme: sincerity, warmth and emotional connection,” Lacascade said. “She embodies a form of optimistic femininity that feels both aspirational and deeply human.”
The executive added she’s struck by how profoundly Roberts has influenced the emotional aura of the brand.
“Over the years, her iconic smile has become much more than a campaign image,” Lacascade said. “It represents a lasting message of optimism and emotional connection across generations. In the U.S., the bond is exceptionally strong: Consumers often refer to La Vie Est Belle as ‘the Julia Roberts fragrance,’ which speaks to the extraordinary trust and long-term equity she has built for the brand. For many consumers, La Vie Est Belle is not only a fragrance, it is a feeling.”
La Vie Est Belle is among the top fragrance franchises worldwide. It ranks fifth globally, number 10 in the U.S., and second in both Europe and in Latin America. La Vie Est Belle eau de parfum has consistently stayed in the top 15 for more than a decade, according to Lancôme, which is owned by L’Oréal.