Ahead of the premiere of The Devil Wears Prada 2, the beauty industry is actively turning to the aesthetics of the cult film and launching themed collections, campaigns, and collaborations.
The sequel, created by 20th Century Studios, titled The Devil Wears Prada 2, is released on May 1 and is already becoming one of the most anticipated pop culture moments of the season. In the wake of interest, brands are interpreting the film's iconic visual code: from the red-and-black palette to ironic fashion symbols.
Advertising.
Beauty brands dedicate collections to the film “The Devil Wears Prada 2”
Among the first are collaborations with players such as Lancôme, Tangle Teezer and Tweezerman, who presented limited edition products inspired by the aesthetics of the ribbon. At the center is a play on the image of the modern “boss woman”: audacious, ironic and uncompromising.
Lancôme
One of the key players was Lancôme, which was appointed as the official skincare partner of the project. The brand used this collaboration to launch its new Absolue Longevity MD line, the first collection built on the principles of longevity science. The Absolue Impossible Task campaign transports the products into the fictional universe of Runway magazine, blurring the lines between film, storytelling and commerce.
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TRESemmé, Tweezerman and Tangle Teezer
TRESemmé, the official haircare partner of The Devil Wears Prada 2, is playing an equally active role. The collaboration includes a global marketing campaign, influencer integrations, and large-scale offline activations. And brands like Tweezerman and Tangle Teezer are interpreting the film's cultural code through limited-edition products and reimagining their bestsellers in the spirit of the legendary aesthetic.
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L'Oréal Paris
L'Oréal Paris also unveiled a new advertising and cultural collaboration. The project was announced during the 98th Academy Awards, where a specially created L'Oréal Paris commercial was shown. It starred brand ambassadors Kendall Jenner and Simone Ashley .
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The plot of the video plays on the stylistic irony of the original film's universe: Kendall Jenner is accidentally mistaken for a candidate for the position of assistant to the legendary Miranda Priestly, after which she is joined by Simone Ashley. All this is presented as a fashionable, dynamic episode with references to the cult film. L'Oréal Paris notes that this collaboration goes beyond the usual advertising campaign and is a celebration of the confidence, style and cultural impact of the original story.
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