Oh Betty

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Posted on June 29 2012

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Boop-Oop-A-Doop

She won us over with her sleekly parted hair, the strategically placed curly wisps of hair, red lips and chipmunk cheeked charm. Betty Boop is back again, but this time as the face of Lancôme’s up-and-coming Hypnôse Star mascara campaign film. The animated bombshell is staging a comeback—or so it seems—as the label announced that the animated icon is starring alongside Daria Werbowy in the short. To bring Betty Boop’s old Hollywood charm and Werbowy’s contemporary appeal to the small screen, Lancôme tapped French comic book creator and film director Joann Sfar to helm the production.

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.

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