Perfume and cosmetics brand
This article is about the French perfumes and cosmetics house. For the French commune, see
Lancome, Loir-et-Cher
.
Lancome
(
French pronunciation:
[l??kom]
) is a French luxury perfumes and cosmetics house that distributes products internationally.
[1]
Lancome is part of the
L'Oreal
Luxury Products division, which is its parent company and offers luxury
skin care
,
fragrances
, and
makeup
at higher-end prices.
History
[
edit
]
Lancome Boutique on NYC's Upper West Side
Founded in 1935 by
Guillaume d'Ornano
and his business partner Armand Petitjean in France, as originally a fragrance house. The name "Lancome" was inspired by the forest of Lancosme that lies in the Indre valley in the heart of France in the region of
Brenne
[
fr
]
- the name was chosen by Guillaume's wife Elisabeth d'Ornano. The roses in the area inspired the company's symbol of the single golden rose.
[2]
Lancome launched its first five fragrances in 1935 at the
World's Fair
in Brussels:
Tendre Nuit
,
Bocages
,
Conquete
,
Kypre
and
Tropiques
. Petitjean entered into the luxury skincare market, launching Nutrix, his first "all-purpose repair cream" in 1936, followed by make-up, cosmetics, and skincare products. Lancome was acquired by
L'Oreal
in 1964, and quickly became part of its luxury products division.
Products
[
edit
]
Lancome counter at
DFS Galleria
Customhouse in
Auckland
,
New Zealand
The company provides fragrances, skin care, and makeup. Their most famous products include their mascaras, namely "Hypnose", their Visionnaire Range which contains a patented ingredient, "LR 2412", aimed to improve skin texture color qualities, especially in pore reduction, fine lines and uneven skin tone.
Lancome fragrances are made in association with perfumers: Alain Astori, Annick Menardo,
Daniela Roche-Andrier
, Christian Biecher,
Jacques Cavallier
,
Calice Becker
, Pauline Zanoni,
Maurice Roucel
,
Thierry Wasser
,
Christine Nagel
, Armand Petitjean, Gerard Goupy,
Olivier Cresp
,
Harry Fremont
,
Alberto Morillas
,
Dominique Ropion
,
Olivier Polge
,
Francis Kurkdjian
, Robert Gonnon, Nathalie Lorson,
Sophia Grojsman
, and Alienor Massenet.
Since 2014, the fragrance La Vie Est Belle is the best-selling fragrance in Lancome historic market, France.
In 2021, the 24h long-lasting "Lash idole mascara" has become the bestselling product and received the expert's choice beauty award.
[3]
Advertising
[
edit
]
Despite founder Armand Petijean's assertion that Lancome never advertise, today Lancome is one of the top advertisers in the luxury beauty arena. Its ads can be seen in numerous publications worldwide, from
Harper's Bazaar
to French
Vogue
. Lancome's ads have been shot by the leading photographers, including
Peter Lindbergh
,
Mario Testino
,
Mario Sorrenti
,
Nick Knight
,
Steven Meisel
,
Brigitte Lacombe
,
Patrick Demarchelier
and Dusan Reljin.
A 2011 publicity video was produced in Paris and featured
Emma Watson
, forgetting her hat in a Parisian book store and
Cyril Descours
, the shop assistant, returning it to her on the banks of the Seine later that evening.
[4]
In 2012 Lancome premiered a TV advertisement featuring 1930s cartoon icon
Betty Boop
.
[5]
Supermodel
Daria Werbowy
and Betty talk candidly as Betty gives Daria advice about how to find a role in her "first big film". This advertisement has been uploaded to
YouTube
by
Sephora
and has achieved more than 100000 views in 2018.
[6]
In 2017, Lancome Paris partnered with the software developer
Perfect Corp
. to introduce new mobile app experience allowing customers to try on makeup and make direct purchases through the app.
[7]
Counter at
Life Pharmacy
at
Westfield Queensgate
in
Lower Hutt
,
Wellington region
, New Zealand
Spokesmodels and spokespersons
[
edit
]
The brand is represented by actresses, global supermodels, makeup artists and perfumers. Emerging fashion designers have collaborated with the brand, including design duo
Proenza Schouler
, who created a dress inspired by Lancome's Hypnose fragrance, and
Alber Elbaz
who designed the packaging for a trio of mascaras.
[
citation needed
]
Nancy Dutiel
modeled for Lancome during this period. More recently, models
Shalom Harlow
,
Marie Gillain
and
Raica Oliveira
[8]
have also been spokesmodels for Lancome.
One of Lancome's longest-running partnerships was with actress
Isabella Rossellini
. Signed in 1982, Rossellini was the international face of Lancome for 14 years. In 2016, Rossellini returned for a collaboration with the brand, more than 30 years after she became its first face.
[9]
Polish-Canadian model
Daria Werbowy
joined the brand in 2005, and has been featured in Lancome ads. Spanish actress and model
Ines Sastre
has represented Lancome as a global spokesmodel since 1996, appearing in dozens of Lancome advertisements over the years.
In 2006,
Clive Owen
became the first male spokesperson for Lancome. He joined to represent the brand's new Men's skincare range and the fragrance Hypnose Homme.
In September 2008, Dominican model
Arlenis Sosa
became the spokesmodel for the brand.
in 2009,
Isabella Rossellini
's daughter
Elettra Rossellini Wiedemann
became the new face of Lancome.
In 2010,
ipsy
founder
Michelle Phan
signed a deal with Lancome.
Other renowned actresses have also worked with the brand, including
Juliette Binoche
,
Uma Thurman
,
Drew Barrymore
,
Mena Suvari
, Laura Morante,
Kate Winslet
,
[10]
Anne Hathaway
,
[11]
Julia Roberts
,
Penelope Cruz
,
Emma Watson
, and currently
Lily Collins
,
Lupita Nyong'o
, and
Zendaya
.
[12]
[13]
Presently, popular south Korean Singer and Actress
Bae Suzy
is the Asia Pacific Brand Ambassador and also Lancome's Global Muse.
In January 2023, the content creator, Emma Chamberlain, was announced to be the brand's new 'face' and 'global ambassador'.
[14]
[15]
The same year, in February, French-Malian singer
Aya Nakamura
and South Korean model and actress
Hoyeon
were chosen as the brand's new global ambassadors.
[16]
[17]
[18]
[19]
In November 2023, Zendaya (who has been with Lancome since 2019) became the brand ambassador for the Lancome
Idole
fragrance.
[20]
[21]
[22]
In January 2024,
Joy Sunday
becomes Lancome's global ambassador.
[23]
[24]
[25]
Also in 2024, the Belgian-French actress,
Virginie Efira
, was appointed as the brand's first ambassador for France.
[26]
[27]
Also in 2024, Lancome unveils new episodes of its digital campaign with the YouTuber
Emma Chamberlain
.
[28]
In February 2024,
Lily Collins
became Lancome's brand ambassador.
[29]
Also in February,
Hoyeon Jung
was named as the Global Brand Ambassador of Lancome.
[30]
Later in April, the tennis player,
Iga Swiatek
, became the Lancome's brand ambassador in Poland.
[31]
[32]
Besides,
Kathryn Bernardo
becomes the first Brand Ambassador for the
Philippines
.
Digital marketing in Lancome
[
edit
]
Digital marketing
is used to build relationships with customers and interact with them on time. Lancome targets women in their 40s and younger women have become its new target market.
[33]
Social media marketing
[
edit
]
In 2014, Lancome launched a marketing campaign which combines a loyalty program called 'Lancome Elite Rewards' via
social media
platforms. This program gives points as the reward to members for sharing on
social media
. Members can earn points by sharing products or connecting with the brand on
Facebook
,
Twitter
and
Instagram
and they will get discount while getting enough points.
[34]
Through the combination of giving rewards and
social media
platforms in this campaign, it would attract more engagement and word of mouth publicity that resulted in the increased effectiveness of
digital marketing
in Lancome.
[35]
In 2017, Lancome formed a partnership with
Airbnb
and
Publicis Worldwide's luxury agency 133SH
to release a new
social media
campaign for promoting the new Lancome UV expert aqua gel.
[36]
This
social media
campaign aimed to reach more young female consumers.
Makeup artists
[
edit
]
Lancome has had several top makeup artists representing it. Fred Farrugia created 13 colour collections during his tenure as artistic makeup director (1997?2004). Sandy Linter was formerly Lancome's "Beauty At Every Age Expert", and
Aaron de Mey
had held the position of Lancome's National Artistic Director for Makeup.
Lancome UK has recently signed Alex Babsky to be the brand's UK Make Up Ambassador.
[37]
Lancome Makeup announced in January 2015 that UK makeup artist
Lisa Eldridge
has been appointed as its Global Creative Director.
[38]
Controversy
[
edit
]
Hong Kong
[
edit
]
Protesters gathered Times Square mall on 8/6 afternoon
Lancome counters in
Lane Crawford
after the protest
On 5 June 2016, Lancome canceled a promotional concert by Hong Kong
pro-democracy
singer
Denise Ho
that was scheduled to be held on 19 June in
Sheung Wan
.
[39]
The cancellation was due to a
boycott
campaign launched by the
Communist Party
-controlled
Global Times
, which denigrated the
Cantopop
star for supposedly advocating Hong Kong and Tibet independence.
[39]
Lancome posted on
Facebook
that Ho is not a spokesperson for the brand.
[40]
The cancellation drew a heavy backlash in Hong Kong, resulting in some Lancome shops in Hong Kong shutting down during the protests.
[41]
Some Hong Kong merchants refused to accept the political pressure from the
Chinese
government.
[42]
Listerine
, another brand that Ho represents, retained the singer despite criticism from the
Global Times
for hiring Ho as its spokesperson.
[39]
Ho ended up playing the concert without Lancome's support.
[43]
References
[
edit
]
- ^
Chesters, Anna (19 March 2012).
"A brief history of Lancome"
.
The Guardian
. Retrieved
11 March
2013
.
- ^
"Exclusive: 80 years of Lancome in a 2-minute film"
. 20 February 2015.
- ^
"Lash Idole Clump-free Volumizing Mascara | Lancome"
.
Beauty products by Lancome - Makeup, Skincare and Parfume
. Retrieved
8 March
2022
.
- ^
Sharon Forrester. Beauty News - Midnight in Paris. Vogue 11 May 2011.
accessed 1 March 2021.
- ^
Three of the best beauty campaigns of 2012
Archived
1 May 2013 at the
Wayback Machine
- ^
"Lancome's Betty Boop Hypnose Star Mascara"
.
YouTube
. Archived from
the original
on 28 July 2012
. Retrieved
7 March
2018
.
- ^
Williams, Robert (31 October 2017).
"Lancome and Perfect partner for shoppable app experiences focused on AR, live streaming"
.
Mobile Marketer
. Retrieved
16 October
2019
.
- ^
"Raika Oliveira: No estoy cobrando triple novia Ronaldo"
. Archived from
the original
on 26 September 2007
. Retrieved
23 June
2007
.
- ^
Kim, Monica (7 March 2016).
"Isabella Rossellini Returns to Lancome! How the 63-Year-Old Icon Is Breaking the Beauty Rules"
.
Vogue
. Retrieved
16 October
2019
.
- ^
"Kate Winslet is the new face of Lancome Tresor"
. 12 June 2007.
- ^
"Anne Hathaway confirmed as new ambassador for Lancome"
. 3 January 2008.
- ^
"Emma is the new face of Lancome! | Latest in Projects"
. Archived from
the original
on 15 March 2011
. Retrieved
3 June
2010
.
- ^
Niven, Lisa.
"Lily For Lancome"
.
British Vogue
. Retrieved
16 August
2018
.
- ^
"Lancome targets Gen Z audience with appointment of Emma Chamberlain as new Global Ambassador"
.
Global Cosmetics News
. 19 January 2023
. Retrieved
20 January
2023
.
- ^
"Emma Chamberlain is Lancome's Newest Ambassador"
.
Yahoo!
. Retrieved
15 May
2024
.
- ^
"Lancome choisit Aya Nakamura comme nouvelle egerie mondiale"
.
BFM TV
. Retrieved
25 April
2023
.
- ^
"Lancome choisit Aya Nakamura comme ambassadrice mondiale"
.
Fashion Network
. 16 February 2023
. Retrieved
25 April
2023
.
- ^
"Hoyeon et Aya Nakamura deviennent ambassadrices Lancome"
.
Les Carnets du Luxe
. Retrieved
16 June
2023
.
- ^
"Aya Nakamura devient l'egerie de Lancome avec une star de Squid Game !"
.
MCE TV
. Retrieved
16 June
2023
.
- ^
"No one will ever be as good at being you than you are: Zendaya ColemanNo one will ever be as good at being you than you are: Zendaya Coleman"
.
Vogue India
. Retrieved
26 January
2024
.
- ^
"Lancome teams up with the Louvre for sculpture-inspired collection"
.
Cosmetics Business
. Retrieved
26 January
2024
.
- ^
"Lancome Adds Zendaya To Its Stellar Line-Up Of Brand Ambassadors"
.
British Vogue
. Retrieved
26 January
2024
.
- ^
"Joy Sunday (Mercredi) nommee ambassadrice mondiale Lancome"
.
Marie Claire
. Retrieved
25 January
2024
.
- ^
"Lancome names Joy Sunday Global Ambassador"
.
Global Cosmetics News
. Retrieved
25 January
2024
.
- ^
"Lancome taps Wednesday actress Joy Sunday as latest ambassador"
.
Cosmetics Business
. Retrieved
25 January
2024
.
- ^
"Lancome signs actress Virginie Efira as first France ambassador"
.
Cosmeticss Business
. Retrieved
29 February
2024
.
- ^
"Lancome appoints Virginie Efira as its first ambassador for France"
.
Luxus Plus
. Retrieved
29 February
2024
.
- ^
"Lancome : sa derniere campagne avec la youtubeuse star Emma Chamberlain"
.
Journal du Luxe
. Retrieved
18 March
2024
.
- ^
"Lily Collins named new brand ambassador for Lancome"
.
Cosmetics Business
. Retrieved
15 April
2024
.
- ^
"Lancome Announces Hoyeon Jung as Global Brand Ambassador"
.
Yahoo!
. Retrieved
16 April
2024
.
- ^
"PHOTO. Swiatek has been appointed as the ambassador of a renowned perfume and cosmetics brand"
.
Daily Sports
. Retrieved
16 April
2024
.
- ^
"Swiatek makes history with Lancome sponsorship"
.
WTA
. Retrieved
7 May
2024
.
- ^
"Targeting younger consumers, Lancome's new objective"
.
Ohmyluxury
. Retrieved
14 March
2018
.
- ^
"Lancome Gives Points for Social Media in New Loyalty Program"
.
Clickz
. 21 April 2014
. Retrieved
14 March
2018
.
- ^
Shyu, Maw-Liann; Chiang, Wan-Ju; Chien, Wen-Yuan; Wang, Sheng-Liang (1 July 2015). "Key Success Factors In Digital Marketing In Service Industry and the Development Strategies: A Case Study On Fleur DE Chine At Sun Moon Lake"
".
The International Journal of Organizational Innovation
.
- ^
"Lancome partners with Airbnb to roll out social campaign"
.
Marketing-interactive
. 16 June 2017
. Retrieved
14 March
2018
.
- ^
info@x-rm.com, X-RM Limited.
"DIARY news - DIARY directory"
.
- ^
Wagoner, Mackenzie (6 January 2015).
"Makeup Artist Lisa Eldridge Signs With Lancome"
.
Vogue
. Retrieved
19 January
2015
.
- ^
a
b
c
Yeung, Raymond (5 June 2016).
"Lancome scraps Hong Kong concert with Denise Ho: online backlash over move to distance itself from pro-democracy star"
.
South China Morning Post
.
- ^
"Lancome cancels concert after Chinese online backlash"
. BBC News. 6 June 2016.
- ^
"Denise Ho controversy: protesters march despite Lancome closing Hong Kong stores"
.
South China Morning Post
. 8 June 2016.
- ^
"Hong Kong merchant cancel corporation with Lancome Chinese"
.
- ^
Lin, Gene (20 June 2016).
"In Pictures: 3,000 fans and supporters attend Denise Ho concert after controversial Lancome cancellation"
.
Hong Kong Free Press
.
External links
[
edit
]
|
---|
Cosmetics
| Professional Products
| |
---|
Consumer Products
| |
---|
Luxury Products
| |
---|
Active Cosmetics
| |
---|
|
---|
Former
| |
---|
|
|
---|
Face
| |
---|
Lips
| |
---|
Eyes
| |
---|
Hair
| |
---|
Nails
| |
---|
Body
| |
---|
Related
| |
---|
|
|