Posted on June 29 2012
Bringing the sultry but cute Boop back to life wasn’t an easy feat, but Lancôme teamed up with King Features, Betty Boop’s licensor, and Biplano, the brand’s licensing agent in Spain, France and Portugal to “develop and create original” artwork for the groundbreaking campaign. King Features’ vice president of international licensing Cathleen Titus expressed the company’s excitement, saying they are “thrilled” and “impressed with Lancôme’s appreciation of how Betty could bring a distinctive dimension to the campaign. The new Hypnôse Star mascara, set to arrive in stores this July, drew inspiration from the glamour of the 1930s movies. It carries a brush that boasts a triangular shape to cover every lash, deliver volume and yield a glossy finish.