The Power of Nostalgia: How Lancôme is Reviving A Cult Favourite

Calling up Paris Hilton for your lip gloss campaign? That’s hot.

It’s been 25 years since Lancôme’s Juicy Tube Lip Gloss first made its debut, and they’re bringing it back to the spotlight with the help of all your favourite early 2000s icons. With social posts from the one and only Paris Hilton, everyone’s favourite Upper East Sider Chuck Bass (Ed Westwick), heartthrob Chad Michael Murray, and OC locals Rachel Bilson and Mischa Barton, the campaign taps into the nostalgia of the product while celebrating how it’s still a cult favourite all these years later.

The best part about this campaign? They used what already works. No reinventing the wheel. No new product with 17 benefits it didn’t have before.

They simply said: Hey, remember this? You loved it. It’s still great.

Because sometimes, being relevant isn’t about being new or jumping on the latest trend.

It’s about creating something worth remembering.

The campaign has each of the celebs reflecting on their memories of the product from back in the day. Hilary Duff and an animated Lizzie McGuire reminisce about being on set. Chad Michael Murray shares a story about having to reapply the gloss in the rain while filming A Cinderella Story. And Mischa Barton references wearing the gloss during the iconic ferris wheel scene with the one and only Ryan Atwood.

Lately, it feels like the only way to get noticed is by constantly evolving, constantly upgrading, constantly chasing the next big thing.

Lancôme is reminding us that sometimes, you don’t need to do all that.

Sometimes, you just need to remind people why they fell in love with your products in the first place.