Lancome, "L'Absolu Nu" | Adweek Lancome, "L'Absolu Nu" | Adweek
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Lancome, "L'Absolu Nu"

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Cosmetics ads really can be preposterous. In this new spot for Lancôme, directed by the famed photographer Mario Testino, we see Kate Winslet rolling around blissfully in the nude under a white sheet in an all-white apartment with white roses sitting on a white table between two white chairs. She's seen smiling, chuckling and possible moaning into a white phone, conversing with someone who is never revealed (probably a white person, though!). Then we finally get a splash of color, as she applies one of Lancôme's new L'Absolu Nu lipsticks. Somewhere along the way, a memo must have gone out forbidding cosmetics advertising—and other fashion-related ads, particularly fragrance work—from resembling anything like real life. The pose is everything—and here, Winslet's pose is pure Madonna, with a little bit of Rose DeWitt Bukater thrown in. Stylish? I suppose so, although it's getting pretty close to farcical. For an Oscar winner like Winslet, that's a tricky place to be. Unless she wants to start doing comedies. -Tim Nudd