Beauty meets art: Lancôme x The Louvre

“The history of art and beauty, its “manufacture” and its quest, are intimately linked,” — des Cars

The cosmetics industry has always been propelled by “French girl” attractiveness. And Lancôme has teamed up with the Louvre — yep, the famous art museum in the middle of Paris — for its newest collection in what may be the most obvious “French girl beauty” collaboration yet.

The Louvre Museum and Lancôme are working together like never before. Inspired by nine masterpieces from the sculpture department, as well as the museum’s lighting and colors, Lancôme has created the Lancôme x Louvre Limited Edition skincare and makeup products, and the campaign in support of the launch was photographed at the Louvre Museum by all of the ambassadors of this collaboration, Zendaya, Aya Nakamura, Amanda Seyfried and He Cong. Each of these four figures is an image of the beauty of our time, embodying some of the characteristics and myths of sculptural icons through their strong personalities.

The Goal

Through this collaboration, Lancôme aims to drive sales and increase market share by promoting its new beauty and cosmetic releases as well as striving to be at the forefront of beauty trends and innovations, positioning itself as a trendsetter in the industry.

Lancôme used the partnership with the Louvre Museum to raise awareness and interest in its products, and the campaign was shot by Zendaya, Aya Nakamura, Amanda Seyfried and He Cong to reach a wider audience, such as their fans and those interested in the Louvre’s collection.

Social platforms

On TikTok #lancomexlouvre has 60.4M views. On Instagram, the first official post about the partnership between the Louvre and Lancôme received more than 66,000 likes. The post with the highest engagement on Instagram so far has 185,000 likes.

I think the partnership between Lancôme and the Louvre Museum has been a great success, first of all through the partnership with the Louvre, Lancôme defends its home city of Paris and benefits from the association with a world-renowned high culture. At the same time, the Louvre was able to create well thought out merchandise that celebrates French culture and keeps the museum relevant. In the end, Lancôme appealed to a wider audience and strengthened brand loyalty by partnering with a high-profile museum or celebrity.