Lancôme has called on Betty Boop to help promote its latest brand extension, the Hypnôse Star mascara.
King Features, Betty Boop’s licensor, and Biplano, licensing agent for the brand in Spain, France and Portugal, worked closely with Lancôme to develop and create original Betty Boop artwork for the worldwide campaign, which launches this month.
The promotion will include print ads, POP displays as well as social and mobile media support.
“We’re thrilled to have Betty Boop associated with a prestigious brand such as Lancôme, and we are impressed with Lancôme’s appreciation of how Betty could bring a distinctive dimension to the campaign,” says Cathleen Titus, vice president of international licensing, King Features.
Betty Boop has a long history of lending her image to products from designer apparel to accessories, lingerie, nightwear, footwear, gift and home decor.
King Features will be presenting Betty Boop in Booth 5755 at Licensing Expo, June 12-14 in Las Vegas, Nev.