Julia Roberts is all smiles for Lancôme’s ‘La vie est belle’

Lancôme Ambassador Julia Roberts in the new ad film for ‘La vie est belle’ (AFP Relaxnews pic)

Shot by French visual artist Bruno Aveillan, who has notably worked for Cartier, Louis Vuitton and Guerlain, and photographer Alexi Lubomirski, the joyful campaign focuses on the importance of spreading and sharing happiness. The clip sees a free-spirited Roberts wandering around the Trocadero esplanade in Paris, moving among distracted and irritated people, before deciding to slip off her shoes and play in the water.

Her infectious joy quickly touches those around her. She discreetly slips a rose into the hand of a man who is arguing with his companion, then convinces a businessman to put away his smartphone to better experience the moment with his wife.

“Julia Roberts gives off a sense of heartfelt happiness that would melt the coldest heart,” reads a statement from Lancôme. “With this new chapter, Lancôme reasserts its deep and sincere connection with women, and the vision of universal, free-spirited femininity that La vie est belle is such a lovely declaration of.”

Roberts has been fronting campaigns for the iris-and-patchouli-infused perfume since its launch in 2012, last appearing in its Spring 2017 ads. She is one of a stellar cast of ambassadors for the prestige beauty house, alongside Kate Winslet, Penelope Cruz, Lupita Nyong’o, Lily Collins, Taylor Hill and Isabella Rossellini.