Rowland anchors the Juicy Tubes relaunch with contemporary interpretations of early-2000s beauty looks.
Kelly Rowland is the latest icon to jump aboard Lancôme’s nostalgia-fueled revival of its legendary Juicy Tubes gloss, joining a star-studded lineup that reads like the guest list of a Y2K dream party. Celebrating its 25th anniversary, the campaign taps into the glossy, glittery heart of the early 2000s.
Rowland fronts the campaign with a fiery red bob, shimmering lids, and lips so dazzlingly glossy they could’ve graced the pages of an early-00s issue of Teen Vogue. But she’s far from alone in her glossy quest—Hilary Duff also brings a playful twist, reuniting with her beloved Lizzie McGuire alter ego in her spin on the campaign. Duff’s video transports fans straight back to The Lizzie McGuire Movie, it’s nostalgia at it’s absolute peak.
Paris Hilton—arguably the ultimate Y2K muse—injects her signature sparkle into the campaign, donning a pink Juicy Couture tracksuit and clutching a rhinestone-studded flip phone. Meanwhile, Gossip Girl’s Ed Westwick rounds out the star-studded roster by channeling Chuck Bass’s brooding charm, glossed lips and all.
With Rowland at the helm, Lancôme smartly leverages nostalgia while keeping the visuals fresh and engaging for a new generation. This campaign cleverly repackages Y2K beauty trends in a way that feels both current and compelling. As Juicy Tubes hits the quarter-century mark, Lancôme ensures its beloved gloss remains an iconic beauty fixture for the modern enthusiast.
