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Peter Lindbergh for Lancôme ©2007 | |
FRANCE. In a ground-breaking initiative, Lanc̫me tonight revealed the identity of its new brand ambassador Рactress Kate Winslet (pictured left) Рvia an exclusive webcast, which took place at 9.30pm (French time).
It is believed to be the first time a luxury brand has unveiled its new face on the Internet. The company held a simultaneous launch event in Paris.
The moment when Winslet was unveiled was broadcast live on the temporary website: www.June-11-2007.tv, following a virtual journey into the heart of the city.
Winslet will be the new face of Lancôme’s pillar fragrance, Trésor (pictured below).
Clad in a fitted, black strapless dress and adorned with diamonds, Winslet declared: “This really is a unique and moving moment for me to be here with all of you tonight in this beautiful setting. Trésor is a beautiful fragrance, subtle and romantic, like a whisper. It really is a celebration of love.
“Trésor is an emotional and ongoing story for Lancôme, and the millions of women around the world who wear it. I feel incredibly proud and honoured to fill the shoes of [former brand ambassador] Isabella Rossellini in the next chapter of this wonderful story.”
MORE ABOUT TRESOR
Lancôme describes Trésor – created in 1990 – as a classic fragrance that has left its mark on the history of perfume. The scent is part of the company’s style heritage, said to be beyond fashion but capable of ceaselessly reinventing itself.
The fragrance is positioned as the embodiment of the precious moments of a budding love affair. It features floral ingredients, notably Otto Rose, which suit every woman’s skin, according to Lancôme.
“Trésor’s floral theme is based on roses, the flower of love,” explained its creator Sophia Grosjman. “When a man brings flowers to a woman he loves, he always brings roses. And I didn’t want just any rose. For Trésor, I decided on the Otto Rose.”
She added: “The message Trésor conveys is, “˜I am a woman.’ It’s a warm, sensual “˜hug me’ fragrance that wraps you in gentle, fruity notes. The musk notes, redolent of warm skin, enhance the feeling of being caressed.”
In line with the love theme, the Trésor flacon is said to be reminiscent of a heart beating with love.
Lancôme describes Kate Winslet as “the ultimate, the sublime embodiment of Trésor”. Arguably best-known for her portrayal of Rose in James Cameron’s Titanic, she has received five Oscar nominations to date.
The new visual and clip for Trésor, featuring Winslet, were shot by renowned photographer Peter Lindbergh.
MORE STORIES ON LANCOME
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Lanc̫me dazzles with lipstick launch Р28/03/07
Lancôme Men and Hypnôse Homme previewed at Aelia’s French network – 07/03/07
