Lancôme X Louvre: collaboration for beauty. The Louvre and Lancôme have joined forces in an unprecedented collaboration. Inspired by nine masterpieces of sculpture and the light and colors of the museum, Lancôme has created a new collection of skincare and makeup products: Lancome x Louvre. The advertising campaign was filmed at the Louvre with the participation of representatives of the brand. Zendaya, Aya Nakamura, Amanda Seyfried and He Kong. Images of contemporary beauty, these four determined women embrace and embody the stylistic codes and myths of some of the iconic sculptures.
For this unprecedented partnership, Lancôme was inspired by the Venus de Milo, the Winged Victory of Samothrace, Corinna, Diana of Gaby, the Nymph with Scorpio, Echo, Hygiea, Venus of Arles and the Sleeping Hermaphrodite. Each of these sculptures, with their own history and myth they represent, inspired Lisa Eldridge, Global Creative Director of Lancôme Makeup, to create this collection. “I am delighted with this first collaboration with Lancôme, which highlights with incredible flair the diversity of forms of beauty present in the Louvre collections, a dialogue between cultures and civilizations that transcends time and geography. Campaign ambassadors such as Venus de Milo, the Nymph with Scorpio, and Diana of Gabia give us the opportunity to transpose iconic and inspiring classic images, as well as compare and contrast them with contemporary images and canons. The history of art and beauty, the “creation” of beauty, the search for beauty are closely related. Pop culture – the culture of moving images, advertising, social media and our daily lives – is often inspired by these timeless images and representations, sometimes very academic, sometimes very old. The Louvre collections surprise and fascinate with their ability to give a reading and understanding of how these canons are transformed, how they can be interpreted and how they develop. Through this collaboration, the Louvre, as a contemporary art space, contributes to redefining beauty in the present,” he commented. Lawrence de KarsPresident-Director of the Louvre.
“For Lancôme, beauty is art in motion; Beauty itself, as a personal ritual, is a means of expressing and distinguishing oneself through constantly evolving codes – or non-codes. This unprecedented creative partnership with the Louvre is a cultural reflection of this belief and our mission of beauty at Lancôme. As we continue the dialogue between our almost 90-year-old French brand and the most iconic temple of art, we want to continue to use our artistic heritage to open new horizons of beauty for today’s women and celebrate the fact that beauty is eternal. . Movement,” he said. Francoise Lehmannglobal president of Lancôme.