November 28 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Lancôme and The Louvre bring unique collaboration to Paris CDG

By Wendy Morley

The campaign features Zendaya as lead ambassador, and also includes Amanda Seyfried, Aya Nakamura and He Cong

In partnership with Lagardère Travel Retail, Lancôme Travel Retail, a subsidiary of the L'Oréal Group, proudly announces an extraordinary collaboration with The Louvre. This partnership is marked by an exclusive pop-up at Paris CDG Airport, starting October 20th and continuing until mid-January.

This collaboration represents a historic convergence of Lancôme, a French beauty icon for nearly 90 years, and The Louvre, France’s premier art institution. It embodies a dynamic interplay between Art and Beauty, weaving women's stories that transcend time, geography, and culture in today’s global society.

A traveler discovers her own beauty as living art with the help of a beauty advisor at Lancôme's exclusive pop-up

"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.

The collaboration draws creative influence from nine notable sculptures in The Louvre, each narrating a distinct tale of feminine strength and beauty.

Featuring Zendaya as lead ambassador, with Amanda Seyfried, Aya Nakamura and He Cong, the campaign is prominently displayed in the pop-up and retail stores, complemented by a high-impact outdoor media campaign.

The immersive pop-up blends elements like smooth marble, golden finishes and iconic Louvre-inspired architecture with Lancôme's signature rose. This design pays tribute to the artistic legacy of both French institutions, celebrating the diverse facets of beauty.

Along with a Richelieu gallery-inspired eye palette, the TR-exclusive collection features four L’Absolu Rouge lipsticks

The exclusive collection includes a Richelieu gallery-inspired eye palette and four L’Absolu Rouge lipsticks, reflecting the beauty of four muses from The Louvre's art. This collection is available solely through Lagardère in travel retail. Lancôme makeup artists offer passengers bespoke makeup transformations, turning makeup application into an artistic expression.

Customers can personalize their purchases at the gifting zone. Interactive digital screens invite travelers to engage with the art, complete side-by-side masterpiece challenges, and explore the muses' stories, with an Instagram filter extending the experience online.

“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,” said Lancôme TREMEAI General Manager Cédric Remeur, “The passengers can bring home a ‘unique’ piece of this collaboration after enjoying their stay in Paris.”

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