2025 marked 25 years of Juicy Tubes glossing the lips of generations. Over time, Juicy Tubes had lost their place in purses and pockets as the dominant fashion trend and kissing conduit. Our team was tasked with coming up with a way to regain our dominance in an over saturated lip gloss world, bring in a new fan of an OG with Gen-Z, and have Juicy Tubes move from glossed over, to immortal icon.

Enter the Juicy Tubes Kissing Web. We dug deep in to the VHS and DVD collections under a fantastic — that some of our favorite characters had cross-kissed, across shows that dominated our attention growing up. With the resurgence of Gossip Girl and Y2K revivals, we knew we were onto something, and quickly started to build a who-kissed-who web of glossy goodness. The main character in this web was Juicy Tubes, passing from one set of lips to another through actors that jumped film and tv shows, and connected our most memorable kisses with glossy perfection.

With the help of Lancôme trivia buffs Georgia Rowan and Dru Davis, we crafted a rolodex of scripts and connections that took us back… back to the beginning (*wink). The celebs were game to dish about juicy kissing, both on-set and off. Even our AD Disclosures became part of their stories. Julie Klein, Mabel Martinez and Dani Brady, brought in a surround sound of influencers and a Paris Hilton seed box that oozed with Y2K nostalgia. It goes without saying but this also wouldn’t have been possible without Adam Kornblum ,Isabella Carramashi, Brandon Rocha De Pina and the rest of the Lancôme, L’Agency and Entertainment teams.

Our Ed Westwick post became the #1 most engaged Lancome owned video, ever, with 1.6M engagements and 167M Views. It was the #1 most shared Instagram video in total luxury beauty market in 2025 and the #2 across Tiktok.

We had multiple viral posts, stitches and breakdowns across the globe, resulting in a 67% lift in the total lip category. We even started a trend with men selling lip gloss.

At last check, the Juicy Kissing Web has earned over 6.7B impressions, 314M views, and 4.6M engagements — crowning this one of the most successful campaigns in Lancôme history.

We can all agree… Kisses are better with Juicy Tubes.