FRANCE. Lancôme Travel Retail, part of L’Oréal Groupe, has unveiled a special collaboration with The Louvre through an exclusive pop-up in Paris Charles De Gaulle Airport (CDG) in partnership with Extime Paris Duty Free, the joint venture between Lagardère travel retail and Aéroport de Paris (Groupe ADP), and JCDecaux.
The animation, which blends beauty and art, launched on 20 October and will run until mid-January.
The campaign, called ‘Beauty is a Living Art’, marks a historic collaboration between the almost 90-year-old French beauty brand and France’s most well-known artistic institution.
For this project, Lancôme reimagined its Brand Ambassadors as sculptures in the Louvre, with each one expressing their own individuality and creativity.
The campaign features American actress Zendaya as the lead ambassador, alongside American actress Amanda Seyfried, Malian singer/songwriter Aya Nakamura and Chinese model He Cong among others. Each statue represents a different version of strength, femininity and beauty.
The inspiring campaign is brought to life at the airport via a dazzling animation, high-profile promotions and striking OOH media activations.
The immersive pop-up showcases the brand ambassadors’ photos, shot from inside the Louvre, and their associated sculptures. Dressed in marble, stone and golden finishes, the pop-up recreates the architecture of the Louvre while adding the signature Lancôme rose twist. The design elements – including the Louvre’s glass pyramid, which sits at the centre of the space – all come together to pay homage to the artistic heritage of the two French houses.
A limited-edition collection, inspired by the famous Richelieu Gallery at the Louvre, is a central focus for the pop-up. It comprises an eye palette and four L’Absolu Rouge lipsticks, inspired by the campaign’s four muses.
In travel retail, the range is available exclusively with Lagardère Travel Retail.
Expert Lancôme makeup artists are on-site to help shoppers discover the range and experiment with different Lancôme beauty looks. They can also personalise their purchases with special engravings at a dedicated gifting zone.
Adding an O2O element, travellers can interact with a digital screen to take a side-by-side challenge, complete the other half of the Lancôme x The Louvre masterpieces, and discover the inspiration behind each muse. They can take digital selfies and edit them with a branded Instagram filter by scanning a QR code at the end of the experience.
Lancôme Global Brand President Françoise Lehmann commented: “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.”
Lancôme TREMEAI General Manager Cédric Remeur added: “We are proud to hold this campaign in Paris where the two French institutions meet, with a strong Sense of Place and differentiated retailtainment to highlight the power of beauty. The passengers can bring home a piece of this collaboration after enjoying their stay in Paris.” ✈
