Lancôme celebrates 80th anniversary by taking to digital


Brand to roll-out first ever online video

This year marks the 80th annivesary of L’Oréal-owned cosmetics giant Lancôme – and the brand intends to celebrate in true style with a number of promotional tie-ins as well as its first ever video.

To kick off the year, on 20 February Lancôme is planning to debut an online video – a first for the brand – marking the day before the house was founded. C’eci n’est pas une rose was directed by Thomas Tyman and is inspired by surrealism.

Following this, next month Lancôme is due to unveil a coffee-table book written by French author Stéphane Guibourgé.

Of course, the brand has a number of product tie-ins planned as well; it is due to unveil a limited edition set of products, while for the first time, Lancôme will sell its first limited edition exclusive to its website, three original colours of L’Absolu Rouge, inspired by heritage shades.

In July, meanwhile, the brand has plans for an evening event held in Paris, attended by its “ambassadresses of yesterday, today and tomorrow”, along with individuals that the brand believes have helped to shape its image.

Finally, to close the year, Lancôme will offer two “super-deluxe objects in homage to fine craftsmanship”. The first is a new interpretation of the Les Jumelés lipstick, from 1958, while the second is slated to be a jewelled edition of La Vie Est Belle L’Absolu de Parfum. Sign up for your free email newsletter

Lancôme was founded in 1935 by Armand Petitjean.