LA VIE EST BELLE Julia Roberts and James Gray come together for a new film portraying happiness

Life is beautiful - Happiness ignites a universal passion 

In 2012, Lancôme struck a chord with women worldwide by affirming their right to happiness in an olfactory statement with delicious, exhilarating notes: La vie est belle, L’Eau de Parfum. Few fragrances have achieved such rapid, worldwide success as La vie est belle, which flew with ease to the top of women's favourite fragrance rankings. 

One reason for this lasting passion is the core message of La vie est belle that happiness is a choice, which frees us from conventions. Another is the reinterpretation of happiness in every aspect of La vie est belle, from the unique signature of its scent to its crystal smile bottle. And, most significantly, the woman chosen by Lancôme to embody the possibility of happiness:
Julia Roberts, actress and Lancôme ambassador since 2010.

She's girl next door and glamorous fantasy in one so who better than Julia Roberts to make us believe that happiness is real and as simple and accessible as cinema's most beautiful smile? Her intelligence, aura and generosity have stood the test of time, with reality seeming to triumph over appearance at every turn. Julia Roberts is a woman whose talent, sense of commitment and discretion mirror the values of Lancôme and its view of the world. 

Happiness by James Gray

After just over three years and several new floral, delicious and irresistible scents formulated in line with the rules of High Perfumery - Lancôme's historic business line - Lancôme Paris has worked with and around Julia Roberts on a new chapter in the story of La vie est belle. Entrusted with the delicate and inspiring task of staging this new unfolding tale of happiness is one of contemporary cinema's biggest and most daring names, director James Gray. Enter, a new film for a now iconic fragrance in world perfumery.

For more than 20 years, Gray has lent his unique voice to American cinema, delving into milieux often examined by film - family, the police, the Mafia - to depict the emotions and weaknesses of characters with a raw sensitivity. From Little Odessa to The Immigrant, he has created an array of iconic female characters in a seemingly male-dominated film genre, and brought out the best in those he chose to play them through the beauty of his vision. Each of Gray's films can be interpreted as a declaration of love to these cross-generational actresses of American cinema.

Academy Award-winning actress Julia Roberts now joins them, a star among stars, and an actress at the top of her game. 'Rare vitality and enticing gentleness,' is Gray's assessment of a lady who regularly uses her fame to help others. 'The Julia you see in the city is the same as you see on screen: divine and completely genuine.' 

The director chose to set down his cameras in The Lot, one of Hollywood's most iconic studios that has witnessed the birth of many a cinematic masterpiece, including Guys and Dolls starring Marlon Brando, Some Like it Hot starring Marilyn Monroe and The Thomas Crown Affair starring Steve McQueen. There, he gathered 100 technicians and 175 extras against a majestic backdrop that took more than 15 days to build and install. Though the backdrop was in fact three backdrops as Gray’s vision for the new opus of La vie est belle comprises a liberation in three steps.

Happiness is never more meaningful or intense than when shared

A beautiful smiling woman rises in the middle of a dinner in a grand and coldly formal room. She moves towards an unknown destination with the other guests naturally following in her wake - the power of charisma and conviction. There is an obstacle before her - a wall that disintegrates into diamond dust as she touches it. A sparkling rain that falls to the ground to discover a new place. We see an elegant evening and an equally elegant crowd. Is this what she's searching for? Maybe. Not quite, maybe, in spite of the palpable joy and the warmer ambiance. Radiant, she dazzles the guests and invites them with an infectious smile to follow her, determined to continue on her quest. A second wall falls when touched by the palm of her hand. The ultimate liberation. An ending, but like a beginning. We see a garden looking out over the sparkling pink Paris sky and the Eiffel Tower. We witness the joyful tranquillity of a summer night. Light bursts from the chandeliers hanging from branches. We witness joy of dancing and being together. How can we resist happiness that is never better or more intense than when shared?

Life is beautiful!

'This film speaks of the refusal to be confined to the small box of convenience and the need to look elsewhere to find beauty and, most importantly, a real sense of personal achievement,' the film-maker explains. This is a wonderful declaration of love to happiness, concluding at the heart of the French capital shown by Gray from a bright new perspective against the Paris night. 'It was a huge challenge, as you can imagine, with Paris so often celebrated in cinema. To showcase the city, I wanted to display an immediately recognisable part - the Eiffel Tower - but in a mostly unfamiliar setting. So we opted for an unusual play on light with a pink-stained sky,' explains Gray. The perfect blend of fantasy and reality.

A journey gently releasing us into a new world of infinite happiness accessible to all - if we care to grasp it. A happiness unbound by the conventions that have stifled it for so long. More than ever and in spite of everything, LIFE IS BEAUTIFUL.
This happiness is also portrayed in image in the campaign by Josh Ollins, where we can admire Julia Roberts’ legendary dazzling smile.

The secrets of a radiant beauty  
Julia Roberts wears an Haute Couture dress created exclusively for her by Parisian designer Alexandre Vauthier, who collaborated with Lancôme several years ago.
'This dress was designed really, really quickly,' explains the designer. 'Being in love with Julia Roberts, her look, her career and her appearances, the dress came to me in a flash! We needed something extremely elegant with a dash of sex appeal. Something very chic that dreams are made of. The idea was to create an iconic dress that would best embody Julia Roberts and allow her to really shine.' 
This sheath in ivory silk crêpe was embroidered with 700 SwarovskiTM crystals by Maison Lesage. The work took 200 hours to complete, 150 of which were spent on the embroidery.

Genevieve Herr, Julia Roberts' long-standing make-up artist, created the La vie est belle make-up for Lancôme:

Foundation: Teint Miracle
Blusher: Blush Subtil in Rose Flush
Eye liner: Le Crayon Khôl in Black Ebony and Purple Dusk
Eyeshadow: Color Design Eyeshadow Palettes in #602 and #313
Mascara: Grandiôse in Noir Mirifique
Lipstick: Color Design in Haute Nude #124