Beauty now has an address: 52 Champs-Élysées, Paris.
A celebration of modern beauty and empowered femininity, Lancôme’s first flagship experience in the heart of Paris breaks with traditions of luxury and status to connect with Lancôme’s 'happiness activists'.
FITCH and Lancôme worked together to create experiences orchestrated around the Lancôme brand values and emotional triggers to happiness: the ‘Joy of Now’, ‘Generosity’, ‘Empowerment’, ‘Togetherness’ and ‘Trust’. All of the interactions are designed to connect customers to each other and to the heart of the Lancôme brand, and in turn inspire a new tribe of ‘happiness activists’.
Each zone is a platform for both the brand and customer to express their own meaning of beauty, with interaction points for conversations and enchantment; starting with the ‘Joy of Now’ entrance, an ephemeral exhibition area ornamented with a shower of hanging rose petals.
Other features include ‘Spread Happiness’ postcards, ‘Capture the Moment’ interactive photo wall, ‘Samples of Happiness’ goodies, and a ‘Robot Rose’ souvenir for shoppers to take a piece of the Lancôme experience away with them.
A place of Parisian wonder, this new flagship experience encourages every woman to embrace her own beauty, be herself and share her inner style through discovery and experimentation.