Lancôme Travel Retail, part of L’Oréal Groupe, teams up with Lagardère Travel Retail to unveil the unprecedented collaboration with The Louvre through an exclusive pop-up in Paris CDG, starting from the 20th of October and will run until mid-January.
When Lancôme meets The Louvre, a historic collaboration happens between a nearly 90-year old French beauty brand and France’s most iconic artistic institution. The collaboration invites us to pursue the dynamic dialogue between Art & Beauty in telling women’s stories that resonate across times beyond eras, geographies, and cultures in our modern world.
While The Louvre invites visitors, from one masterpiece to another to dive into the Art history, Lancôme accompanies women of today to find their own expression, showing the limitless creativity of Beauty.
“At Lancôme, we believe that Beauty is a Living Art. Our partnership with The Louvre is a powerful cultural testimony to this conviction and our beauty mission at Lancôme,” commented Françoise Lehmann, Lancôme Global Brand President Lancôme has sought creative inspiration in the collection of The Louvre with nine exquisite sculptures as inspirations for women of today. Each statue sculpts a different story of individual strength, a representation of femininity and beauty.
Featuring Zendaya as the lead ambassador alongside Amanda Seyfried, Aya Nakamura and He Cong, this remarkable campaign is showcased both in the pop up and in the shops, supported by a high-profile OOH media activation.
The immersive pop-up not only highlights the brand’s ambassadors shot inside The Louvre with their associated sculptures, but also combines smooth marble and stone, golden finishes, the iconic architecture inspired by The Louvre, together with the signature rose of Lancôme. All these design elements come together to pay homage to the artistic heritage of the two French institutions and celebrate the diversity of forms of beauty.
The limited-edition collection curated at the essence of beauty, includes an eye palette inspired by the famed Richelieu gallery of The Louvre, and 4 L’Absolu Rouge lipsticks inspired by the 4 chosen muses within the art pieces of the museum. The collection is launched exclusively with Lagardère among travel retail.
Lancôme makeup artists are on hand to create a timeless look for passengers, transforming makeup into an Art statement.
After finding their favorite limited-edition collection, the journey continues at the gifting zone where customers can personalize their purchases with engravings.
Travelers are also encouraged to interact with a digital screen to take the side-by-side challenge by completing the other half of the masterpieces, and to discover the inspirations behind each muse. At the end, a QR code leads them to extend the experience to online through an Instagram filter.
“We’re proud to hold this campaign in Paris where the two French institutions meet, with a strong sense of place and differentiated retailtainement to highlight the power of beauty,” added Lancôme TREMEAI General Manager Cédric Remeur, “The passengers can bring home a “unique” piece of this collaboration after enjoying their stay in Paris”.