LANCOME X LE LOUVRE A historic collaboration

The “La beauté est un art vivant” (“Beauty is a living art”) campaign marks the historic collaboration between the French beauty brand and France's most famous artistic institution, the Louvre Museum. Dressed in marble, stone and gold finishes, the pop-up recreated the architecture of the Louvre while adding Lancôme's signature pink. The design elements, including the Louvre's glass pyramid at the centre of the space, celebrated the artistic heritage of the two French houses, allowing travellers to embark on a totally Parisian journey.

The pop-up featured brand ambassadors expressing strength, femininity and beauty, as well as a limited-edition collection inspired by the Louvre's famous Richelieu gallery. In addition, Lancôme make-up artists guided and advised passengers on the various products. Passengers also had the opportunity to personalize their purchases with special engravings in a dedicated gift zone.

To make the trip even more immersive and memorable, Lancôme offered travellers a digital photo experience that they could share on Instagram by scanning the QR code displayed on the screen. This pop-up store created an omnichannel customer experience.

Françoise Lehmann, Global President of the Lancôme brand, said, “At Lancôme, we believe that beauty is a living art. Our partnership with the Louvre is a powerful cultural testament to this belief and our beauty mission at Lancôme.”

“We are proud to organize this campaign in Paris, where the two French institutions meet, with a strong sense of belonging and differentiated retailtainment to highlight the power of beauty,” added Cédric Remeur, Managing Director of Lancôme TREMEAI. “Passengers will be able to take home a unique piece from this collaboration after enjoying their stay in Paris.”