1930s cartoon character Betty Boop will star in a new Lancôme mascara marketing campaign, alongside supermodel Daria Werbowy.
The campaign will promote Lancôme’s latest brand extension Hypnose Star.
Betty Boop licensing agent for Spain, France and Portugal, Biplano, and worldwide licensor King Features, said they worked closely with Lancôme on the promotion.
Betty Boop imagery for the campaign was used in print and outdoor ads, as well as retail point-of-sale displays and social media activity.
The Betty Boop brand has been used for accessories, lingerie, nightwear, footwear and home décor.
Cathleen Titus, King’s VP of International Licensing, said: “We’re thrilled to have Betty Boop associated with a prestige brand such as Lancôme, and we are impressed with Lancôme’s appreciation of how Betty could bring a distinctive dimension to the campaign.”
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