Emma Watson Takes Her Role As A Face Of Lancôme Very, Very Seriously

By Jenna Sauers  |  May 13, 2011 | 3:50pm
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Let it never be said that celebrities don’t pull their weight when they sign on to shill for luxury brands, that they just show up and cash a paycheck for a few mil. Emma Watson did basically everything when it came time to be a face of a new Lancôme perfume, you guys! First, “I helped choose the color of the rose,” says the actress. “I was involved in the concept for the [ad] film and the tag line, ‘Catch my heart if you can.'” And the tag line. She also reports that she “helped” choose the perfume’s name (Trésor Midnight Rose), select her co-star, Cyril Descours, and was responsible for the overall inspiration — Godard’s Breathless. “The hat [in the ad] was my hat, which I bought at a flea market in Paris. I was very involved in the script.” If you dropped Emma Watson in the desert with a digital video camera, a bottle of water, a ball of twine, and a designer dress, by the time anyone found her, she would have shot and edited an entire 30-second spot and made her way to the nearest Internet café to send it off to the head honchos in Paris. (Watson would have befriended a local band of nomads and convinced them be her co-stars. She would later found a charitable initiative that would give every nomad family an extra goat and every nomad child a high-school education.) No doubt Emma Watson‘s ad would be better than anything the suits on Madison Avenue could come up with. “The guys at Lancôme were like, ‘You need to be directing, Emma.’ I had ideas about every aspect. I’m sure I drove them insane.” [WWD]

Elie Saab has launched its first perfume. Anja Rubik stars in the campaign. But what goes into designing the bottle, you ask? Let Nathalie Helloin Kamel, of Shiseido Beauté Prestige International, Saab’s perfume-maker partner, take it from here: “For the flacon’s outer packaging, the beige gives a nod to the travertine marble and the chocolate brown to the furniture in Saab’s stores. Meantime, white symbolizes his wedding dresses and a touch of gold stands for the sun in Lebanon, said Kamel. ‘Here you have a kind of concentrate of all the emblematic codes and colors of the company,’ she explained.” [WWD]

Here is ANTM winner Ann Ward‘s Vogue Italia beauty spread. It’s…not great. But fellow contestant Jane Randall has some nice work for Vogue Mexico at the link. [Fashin]

A thing that now exists: glow in the dark jeans. [Refinery29]

ABS Allen Schwartz has knocked off Kate Middleton‘s Alexander McQueen wedding dress and Pippa Middleton‘s bridesmaid dress, as well as the second, strapless McQueen gown Kate wore later on her wedding day. Available at Lord & Taylor in July. [Racked]

Meanwhile, another woman once got married in a white dress with a v-neck lace overlay on the bodice, therefore, scandale. [NYDN]

  • Here is an important message from Donald Trump, regarding his hair: “OK, what I do is, wash it with Head and Shoulders. I don’t dry it, though. I let it dry by itself. It takes about an hour. Then I read papers and things…I also watch TV. I love Fox, I like Morning Joe, I like that The Today Show did a beautiful piece on me yesterday — I mean, relatively speaking. OK, so I’ve done all that. I then comb my hair. Yes, I do use a comb…Do I comb it forward? No, I don’t comb it forward. I actually don’t have a bad hairline. When you think about it, it’s not bad. I mean, I get a lot of credit for comb-overs. But it’s not really a comb-over. It’s sort of a little bit forward and back. I’ve combed it the same way for years. Same thing, every time.” A little bit forward. And a little bit back. And there you have it, folks. [Rolling Stone]
  • As expected, French flash-sale site Vente Privée — the largest flash sale company in the world, even bigger than Gilt Groupe, Vente-Privée.com did $1.28 billion in sales last year — is entering the U.S. market. With American Express as a partner, Vente Privée will invest some $35 million in cash in a new site, with an intended launch date of 2012. This as yet unnamed venture is expected to generate $500 million in sales within three or four years. Why American Express? Credit-card companies are good at data mining, which is useful to an online retailer for predicting consumer tastes and sending targeted sale alerts. [WWD]
  • Mad Men costume designer Janie Bryant is launching a website this summer and has another QVC collection scheduled for delivery. But what about a real clothing line? “Actually, I’ve been thinking about that, and talking about that,” she said. “The real issue is that I’m still designing Mad Men. It’s scheduled for a couple more seasons at this point, and I think it would be nice to finish the show first. I feel like [a clothing line] is a lot of work, and I don’t know if I can concentrate, and give full creative force that I would need to do for both projects at the same time.” [The Cut]
  • Pierre Bergé on the love is his life, Yves Saint Laurent: “He was a manic-depressive, absolutely. He was manic-depressive, exactly what the word means, manic and depressive. This means periods when he did every sort of thing crazy with happiness, and then the next day, it was blackness. It was depression that drove him towards alcoholism, and afterwards a little towards drugs. Voilà…Even with a wonderful collection, he was a very, very unhappy, unhappy guy. More than that. More than unhappy. Really. I just tried to help him from time to time. I never complained. Never. It’s an illness, nothing else. It is just an illness.” [Vogue UK]
  • Marc Jacobs‘ producer’s bribery of a city official, Calvin Klein court-crashing a Knicks game, Kate Moss snorting coke on camera: none of these “10 Scandals That Rocked The Style World” is exactly news, but it’s still an interesting list. [MSNBC]
  • Marc Jacobs‘ work for Louis Vuitton will be the subject of a museum show in Paris. The Musée des Arts Décoratifs will show Jacobs pieces along with items made by Louis Vuitton, the trunk-maker who founded the house in the 19th Century. The industrial revolution alongside modern multinational fashion. [WWD]
  • Versace — a label best known for sex, sexiness, and sexy sex — is launching a children’s wear line. It’ll be called Versace Young. [Vogue UK]
  • Former Victoria’s Secret Angel Gisele Bündchen is now promoting her own lingerie collection for Brazilian underwear brand Hope. [The Cut]
  • Miranda Kerr, on labor with Orlando Bloom: “He was there every moment by my side, I never even let him go to the bathroom…he had to pee in a bottle.” [Vogue UK]
  • Interviewer: “What scares you?” Seventeen-year-old model Emily Baker: “Nothing, I’m a kiwi!” Next to “Terry Richardson,” that is in our (Kiwi) opinion the best answer any model could give. [The Cut]
  • Vera Wang: “I shop wherever I am. I’m an equal-opportunity shopper. Leave me in a mall for three days, and you’ll never find me again. I’m doing my best to sustain the economy single-handedly.” [WWD]
  • Today in unsurprising quotes, Julia Restoin-Roitfeld! “I’m a shoe fetishist.” [Vogue UK]
  • Oprah’s dermatologist now has his own line of skin care products. She told him to live his best life, and he said, why not? [WWD]
  • Loomstate, the sustainable fashion line designed by Rogan Gregory and Scott MacKinlay, won the contract to design Chipotle’s uniforms. That’s actually pretty cool. [The Cut]
  • Nordstrom’s earnings rose 24% over last year, to $145 million, during the first quarter. [WWD]
  • Things were less rosy at Kohl’s, where sales for the quarter rose just 3.1%, to $4.16 billion, and profits increased modestly from $199 million in 2010’s first quarter, to $211 million. [WWD]
  • L’Oréal is “making its largest digital investment” — but this article doesn’t name a figure — in Demand Media, the content farm. L’Oréal ads will appear exclusively on Demand Media‘s sites. So when you next search for “How do I apply green eye shadow?” and end up at eHow, watch out. (But what about when you search for “How long does it take to cook a salmon over a campfire in Alaska?” or “How can I build an internal combustion engine?” or “What is the difference between Registered Mail and Certified Mail?” What’s L’Oréal got for those keywords, hmm?) [WWD]

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