Emotional Marketing Done Right: Lâncome's Juicy Tubes Revival

We all have different values when it comes to our purchases. What makes you pick one brand over another? Is it because you grew up using it? Did you research top brands in a specific product category and this one stood out? Was your choice price based? Whatever the case may be, consumers are becoming more and more intentional with their purchases. Brands are paying attention by creating stronger connections with us through their campaigns.

A perfect example of selling feelings is the OG Juicy Tubes, a lip gloss that has made it through the test of time. Last month, Lancome launched a social media campaign to celebrate the 25 year anniversary of their staple lip gloss, the juicy tube. To do so, they sought out celebrities such as Gabrielle union, Christina Milian, Kelly Rowland and many others. What do these three women have in common aside from being beautiful talented black women? They dominated the early 2000s in their respective fields while also having their Lâncome lip gloss popping.

In their reels promoting the product, they all dive into the nostalgia of where they were when they first got the product, the smell, the color, the shine and how it made them feel, bringing us down memory lane. They can be seen applying the gloss while adding the tag line “kissing is better with Juicy tubes”.

It got me thinking about how I was once a Lâncome girlie and would buy the tubes in multiples when I would travel across the border and stop at duty free to save some coins because these weren’t cheap! Ahhh, you just had to be there… back then lip gloss was the only makeup you needed. Just by the emotions that these simple reels triggered in me, this campaign was beautifully executed! That’s the link that the brand is trying to make. They selected key celebrities to partner with and target their consumers through feelings. Now normally, I'm a Fenty girl however I'm going to get my Juicy tube back just for old time sake.

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Written by: Jessica F.