Glossy Pop Newsletter: The Juicy Tubes comeback — Inside Lancôme’s plan to own the lip gloss category

10 hours ago 5

Paris Hilton, Ed Westwick, Chad Michael Murray, Rachel Bilson, Kelly Rowland, Hilary Duff, Mischa Barton, Gabrielle Union, Amanda Seyfried and Christina Milian.

Other than being icons of the early aughts, what these celebrities have in common is that they’re all part of the viral Juicy Tube Kissing Web, a campaign launched bu L’Oréal-owned Lancôme on May 15.

The goal of the campaign is to boost sales of Lancôme’s iconic Juicy Tubes Original Lip Gloss ($25), which many millennials remember as their first prestige lip purchase. In addition to the celeb partners, the brand tapped a wider web of content creators and meme accounts to further amplify the campaign. They include Serena Kerrigan, Joey Zauzig, Kit Keenan, @butlikemaybe (aka, Arianna Margulis) and @2000sanxiety.

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