“We decided at the end of 2002 to open a new generation of concept stores, to create the best, most sophisticated and service-oriented spaces imaginable,” Lancôme CEO Marc Dubrule told The Moodie Report |
 |
FRANCE. Lancôme has re-opened the doors of its prestigious Lancôme Institute, which originally made its debut on the Rue Faubourg Saint-Honoré in Paris, in 1935.
The new-look Lancôme Boutique was officially inaugurated yesterday. The formal “reveal” – attended by The Moodie Report and a host of French celebrities including actress Isabelle Adjani – was followed by a party at Paris’ trendy Buddha Bar.
“We decided at the end of 2002 to open a new generation of concept stores, to create the best, most sophisticated and service-oriented spaces imaginable,” Lancôme CEO Marc Dubrule told The Moodie Report.
“We have been present on the Rue Faubourg Saint-Honoré for almost 70 years, since the Lancôme brand was created. So it is a part of our history and as a symbol it was logical to adapt it in line with what we began to develop in Asia one year ago.”
The Institute was closed for its radical “make-over” in June. The revamped facility represents the first Lancôme boutique concept in Europe, following successful introductions in Hong Kong, Shanghai and the US.
“We have set out to create a unique experience, a world where all the emotions of Lancôme beauty are now possible, a venue where customers – women and men alike – will never have felt so close to a luxury beauty brand,” commented Dubrule.
“”¦We believe that it will help share our vision of beauty, and our commitment to making each visitor someone who is totally unique.”
The Parisian boutique covers 220sq m, and combines diagnostic, treatment and retail functions. It was created in conjunction with Studio Massaud, under the leadership of design duo Jean-Marie Massaud and Daniel Pouzet.
The boutique is constructed around clearly differentiated hubs: skincare, make-up and fragrance. On the ground floor, the emphasis is on cosmetics, with different make-up segments clearly merchandised on the side walls, and two central floor bars, one for colour and the other for treatment.
Wall-mounted media screens are liberally sprinkled throughout the area.
There is also a dedicated make-up artist bar framed with cream fabric roses, complete with stage lights and adjustable mirrors which are said to recreate authentic day or night light.
On the back wall facing the entrance is an eye-catching fragrance display. And there is an area where clients can sample a range of fragrances using Lancôme’s Discovery Sphere device – a suspended, transparent silver ball.
Importantly, the boutique stocks a selection of hard-to-find Lancôme fragrances, such as 2000 et Une Rôse and Climat.
In conjunction with IFF, Lancôme has even created a unique boutique scent, in order to deliver an appropriate olfactory experience for clients. It features bergamot, sage, mimosa, bio musk and sandalwood mysore.
Neither have the aural senses been overlooked. Lancôme commissioned Sixieme Son, an agency specialising in musical design, to create a unique musical identity for the boutique.
Consequently, six themed pieces of music – including Prestige, Creativity and Femininity – are played throughout different areas of the facility.
The ground floor also features a lounge area, located next to a striking curved pillar, which houses Lancôme’s Diagnôs Expert.
This is described by the company as an ultra-high precision tool which allows the boutique’s therapists to make a precise evaluation of a client’s skin – and create a tailor-made programme of skincare and/or treatments.
The Diagnôs computer uses two cameras (one of which magnifies the skin to the power of 60) and three sensors to assess the skin in terms of wrinkles, clarity and firmness. Sebum and moisture levels are also calculated, and overall results are compared with “control” healthy skin from a corresponding age group and nationality.
Upstairs (the way to which is lit by a unique chandelier constructed using Trésor fragrance flacons), is the treatment area. There are six cabins in total.
Partitioned using lightweight voile, each one has been designed to resemble an intimate “cocoon”, with furniture, music, lighting and general ambience tailored to the specific treatment being taken.
A large futon-style bed has been installed in one of the massage cabins, for example, while a more hi-tech reclining chair is used for facials.
The range of treatments on offer is vast and varied, and includes a variety of body massage techniques, facial procedures, self-tanning and manicures.
Note: Look out for the full interview with Lancôme CEO Marc Dubrule, to be published shortly on The Moodie Report.com
MORE STORIES ON LANCÔME/THE L’ORÉAL GROUP
The L’Oréal group previews 2005 launch portfolio – 27/10/04
