It was a huge deal when Lancôme named Julia Roberts their newest beauty ambassador at the end of last year. She’d only ever endorsed AOL, and Lancôme couldn’t be more different.
The Eat, Pray, Love star landed the cover of WWD, but not a single ad appeared. In fact, I forgot she’d landed the job until I got to Paris for Fashion Week and saw her face everywhere—on billboards, TV and on airport posters.
There wasn’t a single sign of the campaign back in New York. And I’d forgotten about the whole thing until I flipped open a magazine on Friday and saw a print ad of Roberts’ face. “Finally I thought, she’s hit America,” but I was looking at French Vogue. I asked my mom, who lives in Qatar, if she’d seen Julia’s Lancôme ads, and sure enough they’re all over MegaMart (a grocery store inside a mall).
So why have they failed to appear in the States? Isn’t the whole point of signing Julia Roberts, “America’s Sweetheart,” to sell what she’s fronting to those who love her most—Americans? I don’t think of Roberts as having a particularly dedicated foreign following, but that’s the only place she’s made it so far. If you’ve been dying for a peek, check out the commercial (in French of course) above.