Lancôme

Product brand

French luxury beauty brand offering fragrances, skincare, and makeup worldwide.

Last updated October 13, 2026

Overview

Lancôme is a French luxury beauty brand specializing in fragrances, skincare, and makeup. It was established in 1935 by Armand Petitjean and Guillaume d'Ornano as a fragrance house in France and later expanded into treatment products and color cosmetics. The brand is now part of L'Oréal's luxury products division and distributes its products internationally. The name Lancôme was inspired by Château de Lancosme in the Brenne region of central France. The brand's emblematic single golden rose was associated with the roses of that area and became a recurring element of its visual identity. Lancôme made its public debut at the 1935 World's Fair in Brussels, where it introduced five fragrances: Tendre Nuit, Bocages, Conquête, Kypre, and Tropiques. This initial launch established a positioning built around French perfumery, refinement, and an association with artistic and botanical imagery. Under Petitjean's direction, Lancôme broadened its scope beyond perfume. In 1936 it introduced Nutrix, described as an all-purpose repair cream, marking the brand's entry into skincare. It subsequently developed a broader portfolio of treatment products, makeup, and additional fragrances. The move from a specialist fragrance house to a complete beauty brand became central to Lancôme's long-term development. L'Oréal acquired Lancôme in 1964, after which the brand became part of the group's luxury portfolio. Lancôme retained its distinct name, visual codes, product categories, and French heritage while benefiting from L'Oréal's international distribution, research, marketing, and retail infrastructure. Its modern business is organized around three principal areas: skincare, makeup, and fragrance. Skincare includes anti-aging, moisturizing, eye-care, and treatment products; makeup includes complexion, eye, lip, and related products; and fragrance includes women's and men's perfumes. The brand's best-known contemporary franchises include the Advanced Génifique serum line, the Absolue luxury skincare range, the Rénergie anti-aging collection, Teint Idole complexion products, L'Absolu Rouge lip color, and fragrances such as Trésor, Miracle, La Vie Est Belle, and Hypnôse. Product availability varies by market, and Lancôme has used both physical retail and digital channels to reach consumers. Its marketing has included print, audiovisual, social-media, celebrity, photographer, designer, and makeup-artist collaborations. Lancôme has maintained a strong association with international ambassadors and image-makers. Isabella Rossellini served as an international face of the brand for 14 years and returned for a collaboration in 2016. Clive Owen became the first male Lancôme spokesperson in 2006, representing men's skincare and Hypnôse Homme. The brand has also worked with prominent photographers and designers, including Peter Lindbergh, Mario Testino, Steven Meisel, Alber Elbaz, and Proenza Schouler. Lancôme's international image combines luxury, femininity, French beauty heritage, scientific skincare, and high-profile communication. Its 2016 cancellation of a Hong Kong promotional concert involving Denise Ho, following political pressure reported in connection with the Chinese state-affiliated Global Times, generated substantial controversy and protests. Despite that episode, Lancôme remains an active global brand within L'Oréal Luxe.

History

Armand Petitjean established Lancôme in France in 1935 after experience in the perfume industry. The brand debuted at the World's Fair in Brussels with five fragrances, immediately presenting itself as an ambitious French luxury house rather than a single-product label. Its name is linked to the Château de Lancosme, and the rose motif associated with the surrounding landscape became a central part of the identity. In 1936, Lancôme entered skincare with Nutrix, an all-purpose repair cream. This move created the basis for a broader beauty portfolio. Over subsequent decades the company added makeup and further treatment products, while maintaining fragrance as a major business. The combination of perfume, skincare, and cosmetics allowed Lancôme to serve customers across multiple stages of the beauty ritual and to build a more durable retail presence. L'Oréal acquired Lancôme in 1964 and incorporated it into its luxury-products activities. The acquisition supplied Lancôme with the manufacturing, research, distribution, and international marketing resources of a major global beauty group. The brand retained its French identity while expanding through department stores, travel retail, boutiques, and later digital channels. Lancôme's modern portfolio developed through a series of durable franchises. Trésor became an important fragrance name, while mascara lines including Définicils and Hypnôse established a strong position in eye makeup. The company also developed premium skincare families such as Rénergie and Absolue. In 2009 it launched Advanced Génifique, a serum positioned around skin resilience, radiance, and research into microbiome-related technology. The product became one of the brand's best-known modern skincare franchises. During the 2010s and 2020s, Lancôme continued to refresh its fragrance, makeup, and skincare ranges. La Vie Est Belle became a major global fragrance platform, supported by Julia Roberts-led communications. Idôle and Lash Idôle were designed to reach newer consumers through contemporary packaging, celebrity ambassadors, and social-first communications. Zendaya joined the brand's global ambassador roster and appeared in advertising connected with Idôle and Lash Idôle, alongside other internationally recognized faces. The brand also broadened its approach to representation and customer engagement. Campaigns such as My Shade, My Power presented a diverse group of women and linked complexion choice with confidence and personal agency. At the same time, Lancôme invested in personalized recommendations, loyalty programs, creator partnerships, retail media, and direct-to-consumer commerce. These activities complemented its traditional prestige distribution rather than replacing it. Retail strategy became increasingly omnichannel. Lancôme expanded in specialty beauty and ecommerce, including early activity on Amazon's premium-beauty platform and entry into Ulta Beauty in the United States. In China, it operated numerous freestanding stores and pursued larger experiential formats. Its Paris flagship used interactive walls, mirrors, and digital elements to make the store a destination as well as a point of sale. The COVID-19 pandemic accelerated the brand's use of digital product demonstration. In 2021, Lancôme promoted Lash Idôle mascara in the United Arab Emirates and Saudi Arabia through a mobile 3D format that allowed users to rotate and inspect a virtual product. The activation was paired with video, tutorial, and comparison content and localized through different language treatments for the two markets. Lancôme has also invested in the material and agricultural foundations of its identity. Its activities in Provence and Grasse include cultivation of roses and other perfume plants, and the acquisition of a Grasse estate strengthened the brand's connection with French perfumery. The company has described goals involving organic cultivation and more complete use of rose-plant materials in future ingredients. Today Lancôme operates as an active L'Oréal Luxe brand with global reach. It competes in prestige beauty through a combination of heritage, luxury presentation, research-led skincare, high-profile ambassadors, product franchises, physical retail, and digital commerce. Although public sources frequently publish rankings or group-level financial information, reliable brand-level revenue and profit figures are not consistently disclosed.

2025
90th-anniversary Cai Guoqiang collaboration
[15]Lancôme and Cai Guoqiang 90th-anniversary campaignsocialbeta.com
Lancôme celebrates its anniversary with a rose-themed gunpowder artwork, New Year film and limited-edition packaging.
2022
Call Me Happy Bearbrick collaboration
[6]Call Me Happyadsoftheworld.com
Lancôme partnered with Bearbrick on a limited-edition collection and campaign developed with Publicis Luxe.
2021
Lash Idôle receives a mobile 3D launch activation
[5]The power of 3D ads: Lancôme's marketing makeover in the Middle Eastthinkwithgoogle.com
The brand used interactive 3D mobile advertising in the UAE and Saudi Arabia to demonstrate Lash Idôle mascara during pandemic-related retail restrictions.
2020
Grasse estate strengthens botanical sourcing
[4]Lancôme acquires a rose-farm in Grasse to strengthen their DNApremiumbeautynews.com
Lancôme acquired a perfume-plant estate in Grasse to cultivate roses and other botanicals used in its fragrance and skincare activities.
2020
Chinese New Year garden activation
[24]Chinese New Year garden activationwoshipm.com
Lancôme stages an interactive New Year experience across six Chinese cities, using traditional festive motifs in a modern retail setting.
2019
Paris flagship reinforces experiential retail
[3]L'Oréal's Lancôme beefs up stores as luxury cosmetics take offreuters.com
Lancôme opened a major Champs-Élysées flagship concept and discussed further flagship expansion in China.
2016
Génifique age-positive campaign in China
[11]Lancôme: Love Your Age campaigndigitaling.com
Lancôme runs global and China-specific communications for Génifique under an age-positive “Love Your Age” theme.
2016
Hong Kong concert controversy
[23]Lancôme is founded in Pariszh.wikipedia.org
The brand cancels a promotional concert associated with Denise Ho after political criticism, triggering protests and public debate.
2009
Advanced Génifique launches
[1]Lancômeen.wikipedia.org
Lancôme introduced Advanced Génifique serum, a major modern skincare franchise associated with skin resilience and microbiome-related research.
2009
Elettra Rossellini Wiedemann joins brand representation
[16]Lancôme designer and brand history overviewfragrantica.com
Elettra Rossellini Wiedemann begins appearing in Lancôme-related representation following her mother Isabella Rossellini's long association with the house.

Showing the 10 most recent.

Products and positioning

A premium and luxury beauty brand combining French heritage, scientific skincare research, sensorial design, celebrity-led storytelling, and omnichannel distribution.

Skincare serum · 2009
Advanced Génifique
Lancôme's best-known contemporary serum franchise. It is positioned as a preparatory or daily treatment supporting visible radiance, smoothness, and skin resilience. The franchise is associated with research into the skin microbiome and has served as a major entry point into the brand's broader skincare routine. Génifique is Lancôme's signature serum franchise and one of its most widely promoted products. It is positioned as a preparatory or daily serum within a skincare routine, with communications focused on radiance, skin recovery and resilience. The black bottle has become a strong visual shorthand for the brand, and campaigns have used sampling, mobile advertising, social video, celebrity storytelling and seasonal education to introduce the product to new consumers. Lancôme's flagship serum platform, marketed around visible radiance, youthful-looking skin and skin-recovery benefits. Advertising has featured Kate Winslet and Lupita Nyong'o, and the line has included standard and sensitive-skin variants. The range occupies a central position in Lancôme's science-led skincare communication.
Luxury skincare
Absolue
Absolue is Lancôme's high-end skincare line, built around rich creams, serums, and restorative treatments. The range emphasizes luxurious textures, concentrated formulas, botanical references, and care for mature or visibly stressed skin. It functions as one of the brand's most premium treatment platforms. Absolue is Lancôme's high-end skincare family, offering creams, serums and related treatments for consumers seeking intensive age-supporting care. It represents the brand's most elevated skincare positioning and is commonly presented through rich textures, advanced formulation narratives, luxurious packaging and expert consultation. The line has expanded into newer longevity-oriented products and services in some markets. Lancôme's high-end skincare line, presented as an intensive luxury treatment collection. Products have included facial creams, serums and restorative treatments, with emphasis on rich textures, botanical associations and advanced skincare formulation. It serves consumers seeking the upper tier of the brand's skincare offering.
Anti-aging skincare
Rénergie
Rénergie is a treatment-oriented skincare family focused on firmness, lifting, hydration, and the appearance of lines. It includes creams, serums, eye products, and other routine steps, allowing Lancôme to address consumers seeking targeted anti-aging care within a prestige setting. Rénergie is a skincare franchise centered on firmness, facial contouring and visible signs of aging. Its assortment includes moisturizers, serums and eye products. The line occupies a premium but broader-use position than Absolue and supports Lancôme's proposition that prestige skincare should combine sensorial experience with targeted performance. A firming and anti-aging skincare family including creams and multi-active serums. Recent communications have highlighted collagen-related technology, peptide products and triple-serum formats, with campaigns featuring Amanda Seyfried and Julia Roberts. The franchise is positioned as a premium treatment range within the broader Lancôme skincare portfolio.
Fragrance · 2012
La Vie Est Belle
La Vie Est Belle is one of Lancôme's principal global fragrance franchises. It is supported by a broad family of eau de parfums, flankers, gift sets, and seasonal communications. The brand's storytelling centers on happiness, optimism, and personal freedom, with Julia Roberts serving as a prominent face of the franchise. La Vie Est Belle is one of Lancôme's major modern fragrance franchises. It is marketed around happiness, femininity and an optimistic emotional outlook, with a range of eau de parfum and related products in many markets. The line helps connect Lancôme's historic French fragrance expertise with large-scale contemporary advertising and gifting occasions. A major modern Lancôme fragrance franchise built around an optimistic, emotionally expressive luxury message. Julia Roberts has been prominently associated with its advertising. The line has expanded through additional eau de parfum interpretations, including Very Cherry, and remains a recurring focus of international fragrance campaigns.
Fragrance · 1990
Trésor
Trésor is a heritage Lancôme fragrance line with a long-standing place in the brand's international perfume portfolio. It has been extended through related editions and has helped maintain continuity between Lancôme's classic fragrance heritage and its newer launches. One of Lancôme's signature fragrance families and a major expression of the house's perfume heritage. Trésor has been promoted through long-running cinematic advertising and celebrity partnerships, especially the association with Julia Roberts. Variations and flankers extend the original fragrance concept across different consumer preferences.
Fragrance and makeup franchise · 2019
Lash Idôle
Idôle is a modern fragrance franchise introduced with a slimmer bottle design and communications aimed at younger, digitally engaged consumers. Its messaging emphasizes self-belief, ambition, and collective progress. The franchise has been supported by prominent ambassadors including Zendaya. Lash Idôle is a newer mascara franchise promoted around lifted, lengthened, and visibly separated lashes. Lancôme supported its launch with celebrity-led video, tutorial, comparison, and interactive 3D advertising, particularly in Middle Eastern markets. Idôle is a newer Lancôme franchise spanning fragrance and makeup. Its communication emphasizes contemporary ambition, self-belief and a younger luxury audience. The franchise complements the brand's established fragrance houses while supporting a more modern, digitally oriented identity. A contemporary Lancôme fragrance franchise aimed at a younger luxury consumer and supported by modern female-empowerment positioning. It extends the brand's fragrance business beyond its classic heritage lines and has been promoted through digital, social and celebrity-oriented creative.
Mascara and makeup · 2004
Hypnôse
Hypnôse is a Lancôme mascara family offering multiple formulas and brush designs intended to build volume and customize eye makeup results. It became an important part of the brand's eye-makeup business and helped reinforce Lancôme's reputation in prestige mascara. A makeup franchise best known for mascara, with products designed around lash volume, definition and eye-enhancing effects. Hypnôse is part of Lancôme's established color-cosmetics portfolio and has supported the house's association with polished, dramatic eye makeup.
Mascara
Définicils
Définicils is a long-running mascara franchise associated with lash definition and separation. It is one of Lancôme's established makeup names and has remained visible in the brand's core mascara assortment across multiple markets.
Foundation and complexion makeup
Teint Idole
Teint Idole is Lancôme's complexion platform, including foundation and related base products. It represents the brand's effort to combine long wear, coverage, comfort, and a broad shade offer within a luxury makeup proposition. A complexion makeup franchise centered on foundation and related face products. Teint Idole communications emphasize coverage, wear and a broad shade approach, making the line one of Lancôme's principal makeup platforms. It is distributed through prestige beauty retail and the brand's digital channels.
Eye makeup remover
Bi-Facil
Bi-Facil is a dual-phase eye makeup remover and a long-established Lancôme cleansing product. It is designed to remove eye makeup while maintaining the premium, gentle-care positioning associated with the brand's skincare and cleansing assortment.
Foundation and complexion makeup
Teint Idole Ultra Wear
Teint Idole Ultra Wear is Lancôme's long-wear complexion franchise. It includes foundation and related face products designed around coverage, wear time and a polished finish. In China, the foundation has been promoted through large-scale short-video and platform campaigns, including a TikTok/Douyin-oriented participation program intended to create broad social visibility and product trial interest.
Lip makeup
L'Absolu Rouge
L'Absolu Rouge is Lancôme's premium lipstick line. The franchise combines a broad color proposition with luxury packaging and, in selected markets, personalization or engraving services. Its giftability has supported seasonal activations, including Valentine's Day and Chinese 520 campaigns that used customized cases, engraving demonstrations and emotionally themed creative content.

Controversies

2016
Cancellation of Denise Ho promotional concert
Lancôme canceled a Hong Kong concert associated with singer Denise Ho after Chinese media criticized her political positions. The action generated protests outside a Lancôme counter and wider debate about corporate responses to political pressure and market sensitivities.
Source
2016
Political criticism of brand endorsement
The controversy was amplified by state-linked and other Chinese media coverage alleging that the artist supported positions opposed by the Chinese government. Lancôme's response became the central reputational issue rather than a product-safety or legal matter.
Source

2025Paris Rose New Year Art Campaign
China · Global
For its 90th anniversary, Lancôme collaborated with Cai Guoqiang and his studio's cAI model on a rose-themed gunpowder artwork, then used the work in a New Year film and limited-edition packaging.
Outcome. The campaign connected anniversary heritage with contemporary art, AI-assisted creation and Lunar New Year renewal imagery.
Source
2022Call Me Happy
France
Lancôme collaborated with Bearbrick and Publicis Luxe on a playful limited-edition collection that reinterpreted the brand's rose, logo, and Ô visual codes. Lily Collins appeared in the campaign.
Outcome. The campaign created a collectible, culture-oriented expression of Lancôme's luxury identity. No independently verified commercial outcome is provided.
Source
2022Holiday Pinterest full-funnel campaign
Global digital audience
Lancôme and media agency Wavemaker made the brand's full catalog discoverable and shoppable on Pinterest and connected product discovery with holiday shopping moments.
Outcome. Pinterest reported a sixfold return-on-ad-spend lift when shoppable catalogs were enabled, according to its own case study.
Source
2021Lash Idôle 3D Swirl
United Arab Emirates · Saudi Arabia
Lancôme used an interactive mobile 3D format to let consumers rotate and inspect Lash Idôle mascara digitally. The activation complemented YouTube awareness videos, a tutorial, and a comparison film.
Outcome. The campaign was designed to recreate product handling digitally when physical store visits were reduced. The cited case study does not provide a verified sales result.
Source
2021Génifique 7 Days, Four Seasons Challenge
China
Lancôme partnered with China National Geography-related media and a travel creator to place Génifique in a travel and seasonal-change narrative, using a mountain expedition and the idea of experiencing four seasons in seven days.
Outcome. The cited case reported more than 20 million video views, over 20,000 interactions and more than 1.13 billion topic exposures.
Source
2020New Year Garden Experience
China
A six-city offline activation translated Chinese New Year customs into interactive stations involving wishes, beauty experiences, gifts, art, lanterns and games.
Outcome. The format created a highly visual, participatory retail environment intended to generate visits, social sharing and product sampling.
Source
2017Tattoo Your Love / 5.20 Let Love Leave a Mark
China
Lancôme used engraving personalization for selected L'Absolu Rouge lipsticks in a 520 campaign. Visuals and a craft film connected laser engraving with declarations of love and premium craftsmanship.
Outcome. The activity strengthened the lipstick's gift and customization proposition through coordinated social, e-commerce and retail promotion.
Source
2016Love Your Age / “No Age, Only Youth”
China · Global
Lancôme promoted Génifique through a global campaign featuring Kate Winslet, Lily Collins and Penélope Cruz, supplemented in China by locally tailored short films and a broad mix of outdoor, television, digital, social and retail placements.
Outcome. The campaign was designed to make the serum relevant to younger consumers while presenting women of different ages as accomplished and distinctive.
Source
2016Génifique mobile sampling campaign
South Korea
A mobile rich-media campaign invited users to watch product video content and visit an activity site to obtain Génifique samples. The creative simulated the product coming to life on a phone screen.
Outcome. The cited case reported 39% video-view engagement, 24% deeper interaction with the rich-media unit and 17% social sharing among visitors.
Source
My Shade, My Power
International
The campaign presented a diverse group of women and linked complexion choice with confidence, representation, and individual expression. It supported Lancôme's broader effort to communicate a more inclusive approach to luxury beauty.
Source

Showing the 10 most recent.

Brand decisions

2021
Expand private-domain and livestream commerce in ChinaStrategy
Background
China's beauty market was shifting toward social commerce, membership ecosystems and direct brand relationships.
Action taken
Lancôme connected public advertising with WeChat membership, mini-program purchasing, enterprise messaging, communities and video-channel livestreaming.
Aftermath
A cited case reported 97% year-on-year growth in mini-program gross merchandise value during 618 and more than RMB 10 million in video-channel livestream transaction value; these figures are campaign metrics rather than audited brand revenue.
Campaign-reported mini-program GMV growth and livestream transaction value. 97% year-on-year mini-program GMV growth; more than RMB 10 million video-channel livestream transaction value (618 campaign, year not clearly stated in the cited case)
Source
2020
Acquire a Grasse perfume-plant estateStrategy
Background
Lancôme sought to deepen its connection with French perfumery and secure greater control over selected botanical materials.
Action taken
The brand acquired a cultivated estate in Grasse and continued agricultural activity involving roses, jasmine, and lavender.
Aftermath
The acquisition strengthened Lancôme's botanical storytelling and supported stated ambitions around organic cultivation and reduced waste.
Source
2019
Combine experiential stores with expanding digital distributionStrategy
Background
Luxury beauty consumers were increasingly shopping online, while brands still used physical stores to provide service, discovery, and brand theater.
Action taken
Lancôme opened a major Paris flagship concept, planned further flagship development in China, and continued selling through department stores, travel retail, boutiques, and ecommerce.
Aftermath
The strategy positioned the brand across both destination retail and digital commerce without abandoning its traditional prestige channels.
Source
2016
Adapt global Génifique communication for ChinaStrategy
Background
Lancôme sought to make an established global serum campaign more culturally and socially relevant to younger Chinese consumers.
Action taken
The brand paired global celebrity advertising with China-specific short films, social distribution, outdoor media, television and retail displays.
Aftermath
The approach provided a model for combining global luxury positioning with localized digital storytelling.
Source
1964
Join L'Oréal's luxury-products businessM&A
Background
Lancôme had established itself as a French perfume, cosmetics, and skincare house but required broader resources for international expansion.
Action taken
L'Oréal acquired Lancôme and integrated it into its luxury-products activities.
Aftermath
Lancôme retained its brand identity while benefiting from L'Oréal's research, manufacturing, distribution, and global marketing infrastructure.
Source
1964
Join the L'Oréal GroupM&A
Background
Lancôme had established itself as a French fragrance and beauty house, while L'Oréal was expanding its portfolio across beauty categories and markets.
Action taken
L'Oréal acquired Lancôme and integrated it into the group's luxury beauty activities.
Aftermath
The brand gained access to the resources of a global cosmetics group while continuing to operate under its own luxury identity. The brand expanded internationally under L'Oréal ownership and became part of L'Oréal Luxe.
Source
Extend the Rénergie platform with peptide and multi-serum productsProduct launch
Background
Lancôme's skincare strategy uses established franchises to communicate advanced anti-aging and firming research.
Action taken
The brand promoted Rénergie H.P.N. 300 Peptide Cream and Rénergie H.C.F. Triple Serum through television and digital advertising.
Aftermath
The Rénergie family remains an active part of Lancôme's skincare portfolio.
Source

Recent events

2025
Lancôme remains a leading U.S. prestige beauty brand[8]How Lancôme Maintains Its Top 3 Ranking in the U.S.wwd.com
Other
WWD reported that Lancôme remained among the leading prestige-beauty brands in the United States, supported by its skincare, fragrance, and makeup franchises and distribution across department stores, specialty retail, and ecommerce.
2025
Erika Toda appears in Genifique Ultime campaign at Shibuya Crossing[29]Erika Toda appears in Genifique Ultime campaign at Shibuya Crossingprtimes.jp
Campaign · Product launch
L'Oréal Japan promoted a new Genifique Ultime concept film featuring Japanese ambassador Erika Toda through large-format media at Tokyo's Shibuya Scramble Crossing.
2025
Lancôme releases Yoji Iwase Genifique Ultime web advertisement[30]Lancôme releases Yoji Iwase Genifique Ultime web advertisementprtimes.jp
Campaign · Product launch
A web film featuring actor Yoji Iwase presented Genifique Ultime and its recovery-oriented skincare positioning, including the product's beta-glucan formulation story.
2025
Lancôme launches a 90th-anniversary New Year art collaboration with Cai Guoqiang[15]Lancôme and Cai Guoqiang 90th-anniversary campaignsocialbeta.com
Campaign · Product launch · Other
Lancôme worked with contemporary artist Cai Guoqiang and his studio's cAI model on a gunpowder artwork centered on the brand's rose motif, then extended the concept into a New Year film and limited packaging.
2024
Lancôme appoints Yoji Iwase as ambassador for Genifique Ultime Serum[31]Lancôme appoints Yoji Iwase as ambassador for Genifique Ultime Serumwwdjapan.com
Campaign · Leadership change
Lancôme selected actor Yoji Iwase as an ambassador for Genifique Ultime Serum and released campaign advertising built around the message that beauty is connected with recovery and resilience.
2023
Lancôme promotes La Vie Est Belle through an Americas travel-retail takeover[32]Lancôme promotes La Vie Est Belle through an Americas travel-retail takeovermoodiedavittreport.com
Campaign
The brand used airport retail displays, outdoor media, digital communications, pop-ups and a transportation partnership to promote the La Vie Est Belle fragrance franchise across the Americas travel-retail network.
2022
Lancôme launches Call Me Happy Bearbrick collaboration[6]Call Me Happyadsoftheworld.com
Campaign · Product launch
Lancôme worked with Publicis Luxe and Bearbrick on a limited-edition collaboration featuring the toy character and Lancôme visual codes. Lily Collins appeared in the associated campaign.
2022
Lancôme runs a shoppable Pinterest holiday campaign[7]Beauty shopping made easy: Lancôme's holiday Pinterest campaignbusiness.pinterest.com
Campaign · Other
The brand uploaded its product catalog to Pinterest and combined shopping campaigns with full-funnel holiday media. Pinterest reported improved return on advertising spend when shoppable catalogs were enabled.
2021
Lancôme uses mobile 3D advertising to promote Lash Idôle mascara in the Middle East[5]The power of 3D ads: Lancôme's marketing makeover in the Middle Eastthinkwithgoogle.com
Campaign · Product launch
Lancôme used Google's 3D Swirl display format alongside video and tutorial content to let mobile users inspect Lash Idôle mascara digitally in the United Arab Emirates and Saudi Arabia. The campaign adapted creative language for local search behavior.
2021
Lancôme's WeChat mini-program and video-channel commerce expand during a 618 campaign[14]Lancôme private-domain commerce casezhuanlan.zhihu.com
Campaign · Other
A trade case study described coordinated mini-program, video-channel and community activity during 618, including livestream commerce and a limited Hello Kitty edition of the Pink Toner.

Showing the 10 most recent.

Sources34 sources

Cite this profile: Cite the canonical profile. /brand-wiki/lancome · Editorial policy · How profiles are compiled

Overview

History

2025
90th-anniversary Cai Guoqiang collaboration
[15]Lancôme and Cai Guoqiang 90th-anniversary campaignsocialbeta.com
Lancôme celebrates its anniversary with a rose-themed gunpowder artwork, New Year film and limited-edition packaging.
2022
Call Me Happy Bearbrick collaboration
[6]Call Me Happyadsoftheworld.com
Lancôme partnered with Bearbrick on a limited-edition collection and campaign developed with Publicis Luxe.
2021
Lash Idôle receives a mobile 3D launch activation
[5]The power of 3D ads: Lancôme's marketing makeover in the Middle Eastthinkwithgoogle.com
The brand used interactive 3D mobile advertising in the UAE and Saudi Arabia to demonstrate Lash Idôle mascara during pandemic-related retail restrictions.
2020
Grasse estate strengthens botanical sourcing
[4]Lancôme acquires a rose-farm in Grasse to strengthen their DNApremiumbeautynews.com
Lancôme acquired a perfume-plant estate in Grasse to cultivate roses and other botanicals used in its fragrance and skincare activities.
2020
Chinese New Year garden activation
[24]Chinese New Year garden activationwoshipm.com
Lancôme stages an interactive New Year experience across six Chinese cities, using traditional festive motifs in a modern retail setting.
2019
Paris flagship reinforces experiential retail
[3]L'Oréal's Lancôme beefs up stores as luxury cosmetics take offreuters.com
Lancôme opened a major Champs-Élysées flagship concept and discussed further flagship expansion in China.
2016
Génifique age-positive campaign in China
[11]Lancôme: Love Your Age campaigndigitaling.com
Lancôme runs global and China-specific communications for Génifique under an age-positive “Love Your Age” theme.
2016
Hong Kong concert controversy
[23]Lancôme is founded in Pariszh.wikipedia.org
The brand cancels a promotional concert associated with Denise Ho after political criticism, triggering protests and public debate.
2009
Advanced Génifique launches
[1]Lancômeen.wikipedia.org
Lancôme introduced Advanced Génifique serum, a major modern skincare franchise associated with skin resilience and microbiome-related research.
2009
Elettra Rossellini Wiedemann joins brand representation
[16]Lancôme designer and brand history overviewfragrantica.com
Elettra Rossellini Wiedemann begins appearing in Lancôme-related representation following her mother Isabella Rossellini's long association with the house.

Showing the 10 most recent.

Products and positioning

A premium and luxury beauty brand combining French heritage, scientific skincare research, sensorial design, celebrity-led storytelling, and omnichannel distribution.

Skincare serum · 2009
Advanced Génifique
Lancôme's best-known contemporary serum franchise. It is positioned as a preparatory or daily treatment supporting visible radiance, smoothness, and skin resilience. The franchise is associated with research into the skin microbiome and has served as a major entry point into the brand's broader skincare routine. Génifique is Lancôme's signature serum franchise and one of its most widely promoted products. It is positioned as a preparatory or daily serum within a skincare routine, with communications focused on radiance, skin recovery and resilience. The black bottle has become a strong visual shorthand for the brand, and campaigns have used sampling, mobile advertising, social video, celebrity storytelling and seasonal education to introduce the product to new consumers. Lancôme's flagship serum platform, marketed around visible radiance, youthful-looking skin and skin-recovery benefits. Advertising has featured Kate Winslet and Lupita Nyong'o, and the line has included standard and sensitive-skin variants. The range occupies a central position in Lancôme's science-led skincare communication.
Luxury skincare
Absolue
Absolue is Lancôme's high-end skincare line, built around rich creams, serums, and restorative treatments. The range emphasizes luxurious textures, concentrated formulas, botanical references, and care for mature or visibly stressed skin. It functions as one of the brand's most premium treatment platforms. Absolue is Lancôme's high-end skincare family, offering creams, serums and related treatments for consumers seeking intensive age-supporting care. It represents the brand's most elevated skincare positioning and is commonly presented through rich textures, advanced formulation narratives, luxurious packaging and expert consultation. The line has expanded into newer longevity-oriented products and services in some markets. Lancôme's high-end skincare line, presented as an intensive luxury treatment collection. Products have included facial creams, serums and restorative treatments, with emphasis on rich textures, botanical associations and advanced skincare formulation. It serves consumers seeking the upper tier of the brand's skincare offering.
Anti-aging skincare
Rénergie
Rénergie is a treatment-oriented skincare family focused on firmness, lifting, hydration, and the appearance of lines. It includes creams, serums, eye products, and other routine steps, allowing Lancôme to address consumers seeking targeted anti-aging care within a prestige setting. Rénergie is a skincare franchise centered on firmness, facial contouring and visible signs of aging. Its assortment includes moisturizers, serums and eye products. The line occupies a premium but broader-use position than Absolue and supports Lancôme's proposition that prestige skincare should combine sensorial experience with targeted performance. A firming and anti-aging skincare family including creams and multi-active serums. Recent communications have highlighted collagen-related technology, peptide products and triple-serum formats, with campaigns featuring Amanda Seyfried and Julia Roberts. The franchise is positioned as a premium treatment range within the broader Lancôme skincare portfolio.
Fragrance · 2012
La Vie Est Belle
La Vie Est Belle is one of Lancôme's principal global fragrance franchises. It is supported by a broad family of eau de parfums, flankers, gift sets, and seasonal communications. The brand's storytelling centers on happiness, optimism, and personal freedom, with Julia Roberts serving as a prominent face of the franchise. La Vie Est Belle is one of Lancôme's major modern fragrance franchises. It is marketed around happiness, femininity and an optimistic emotional outlook, with a range of eau de parfum and related products in many markets. The line helps connect Lancôme's historic French fragrance expertise with large-scale contemporary advertising and gifting occasions. A major modern Lancôme fragrance franchise built around an optimistic, emotionally expressive luxury message. Julia Roberts has been prominently associated with its advertising. The line has expanded through additional eau de parfum interpretations, including Very Cherry, and remains a recurring focus of international fragrance campaigns.
Fragrance · 1990
Trésor
Trésor is a heritage Lancôme fragrance line with a long-standing place in the brand's international perfume portfolio. It has been extended through related editions and has helped maintain continuity between Lancôme's classic fragrance heritage and its newer launches. One of Lancôme's signature fragrance families and a major expression of the house's perfume heritage. Trésor has been promoted through long-running cinematic advertising and celebrity partnerships, especially the association with Julia Roberts. Variations and flankers extend the original fragrance concept across different consumer preferences.
Fragrance and makeup franchise · 2019
Lash Idôle
Idôle is a modern fragrance franchise introduced with a slimmer bottle design and communications aimed at younger, digitally engaged consumers. Its messaging emphasizes self-belief, ambition, and collective progress. The franchise has been supported by prominent ambassadors including Zendaya. Lash Idôle is a newer mascara franchise promoted around lifted, lengthened, and visibly separated lashes. Lancôme supported its launch with celebrity-led video, tutorial, comparison, and interactive 3D advertising, particularly in Middle Eastern markets. Idôle is a newer Lancôme franchise spanning fragrance and makeup. Its communication emphasizes contemporary ambition, self-belief and a younger luxury audience. The franchise complements the brand's established fragrance houses while supporting a more modern, digitally oriented identity. A contemporary Lancôme fragrance franchise aimed at a younger luxury consumer and supported by modern female-empowerment positioning. It extends the brand's fragrance business beyond its classic heritage lines and has been promoted through digital, social and celebrity-oriented creative.
Mascara and makeup · 2004
Hypnôse
Hypnôse is a Lancôme mascara family offering multiple formulas and brush designs intended to build volume and customize eye makeup results. It became an important part of the brand's eye-makeup business and helped reinforce Lancôme's reputation in prestige mascara. A makeup franchise best known for mascara, with products designed around lash volume, definition and eye-enhancing effects. Hypnôse is part of Lancôme's established color-cosmetics portfolio and has supported the house's association with polished, dramatic eye makeup.
Mascara
Définicils
Définicils is a long-running mascara franchise associated with lash definition and separation. It is one of Lancôme's established makeup names and has remained visible in the brand's core mascara assortment across multiple markets.
Foundation and complexion makeup
Teint Idole
Teint Idole is Lancôme's complexion platform, including foundation and related base products. It represents the brand's effort to combine long wear, coverage, comfort, and a broad shade offer within a luxury makeup proposition. A complexion makeup franchise centered on foundation and related face products. Teint Idole communications emphasize coverage, wear and a broad shade approach, making the line one of Lancôme's principal makeup platforms. It is distributed through prestige beauty retail and the brand's digital channels.
Eye makeup remover
Bi-Facil
Bi-Facil is a dual-phase eye makeup remover and a long-established Lancôme cleansing product. It is designed to remove eye makeup while maintaining the premium, gentle-care positioning associated with the brand's skincare and cleansing assortment.
Foundation and complexion makeup
Teint Idole Ultra Wear
Teint Idole Ultra Wear is Lancôme's long-wear complexion franchise. It includes foundation and related face products designed around coverage, wear time and a polished finish. In China, the foundation has been promoted through large-scale short-video and platform campaigns, including a TikTok/Douyin-oriented participation program intended to create broad social visibility and product trial interest.
Lip makeup
L'Absolu Rouge
L'Absolu Rouge is Lancôme's premium lipstick line. The franchise combines a broad color proposition with luxury packaging and, in selected markets, personalization or engraving services. Its giftability has supported seasonal activations, including Valentine's Day and Chinese 520 campaigns that used customized cases, engraving demonstrations and emotionally themed creative content.

Controversies

2016
Cancellation of Denise Ho promotional concert
Lancôme canceled a Hong Kong concert associated with singer Denise Ho after Chinese media criticized her political positions. The action generated protests outside a Lancôme counter and wider debate about corporate responses to political pressure and market sensitivities.
Source
2016
Political criticism of brand endorsement
The controversy was amplified by state-linked and other Chinese media coverage alleging that the artist supported positions opposed by the Chinese government. Lancôme's response became the central reputational issue rather than a product-safety or legal matter.
Source

Marketing campaigns

2025Paris Rose New Year Art Campaign
China · Global
For its 90th anniversary, Lancôme collaborated with Cai Guoqiang and his studio's cAI model on a rose-themed gunpowder artwork, then used the work in a New Year film and limited-edition packaging.
Outcome. The campaign connected anniversary heritage with contemporary art, AI-assisted creation and Lunar New Year renewal imagery.
Source
2022Call Me Happy
France
Lancôme collaborated with Bearbrick and Publicis Luxe on a playful limited-edition collection that reinterpreted the brand's rose, logo, and Ô visual codes. Lily Collins appeared in the campaign.
Outcome. The campaign created a collectible, culture-oriented expression of Lancôme's luxury identity. No independently verified commercial outcome is provided.
Source
2022Holiday Pinterest full-funnel campaign
Global digital audience
Lancôme and media agency Wavemaker made the brand's full catalog discoverable and shoppable on Pinterest and connected product discovery with holiday shopping moments.
Outcome. Pinterest reported a sixfold return-on-ad-spend lift when shoppable catalogs were enabled, according to its own case study.
Source
2021Lash Idôle 3D Swirl
United Arab Emirates · Saudi Arabia
Lancôme used an interactive mobile 3D format to let consumers rotate and inspect Lash Idôle mascara digitally. The activation complemented YouTube awareness videos, a tutorial, and a comparison film.
Outcome. The campaign was designed to recreate product handling digitally when physical store visits were reduced. The cited case study does not provide a verified sales result.
Source
2021Génifique 7 Days, Four Seasons Challenge
China
Lancôme partnered with China National Geography-related media and a travel creator to place Génifique in a travel and seasonal-change narrative, using a mountain expedition and the idea of experiencing four seasons in seven days.
Outcome. The cited case reported more than 20 million video views, over 20,000 interactions and more than 1.13 billion topic exposures.
Source
2020New Year Garden Experience
China
A six-city offline activation translated Chinese New Year customs into interactive stations involving wishes, beauty experiences, gifts, art, lanterns and games.
Outcome. The format created a highly visual, participatory retail environment intended to generate visits, social sharing and product sampling.
Source
2017Tattoo Your Love / 5.20 Let Love Leave a Mark
China
Lancôme used engraving personalization for selected L'Absolu Rouge lipsticks in a 520 campaign. Visuals and a craft film connected laser engraving with declarations of love and premium craftsmanship.
Outcome. The activity strengthened the lipstick's gift and customization proposition through coordinated social, e-commerce and retail promotion.
Source
2016Love Your Age / “No Age, Only Youth”
China · Global
Lancôme promoted Génifique through a global campaign featuring Kate Winslet, Lily Collins and Penélope Cruz, supplemented in China by locally tailored short films and a broad mix of outdoor, television, digital, social and retail placements.
Outcome. The campaign was designed to make the serum relevant to younger consumers while presenting women of different ages as accomplished and distinctive.
Source
2016Génifique mobile sampling campaign
South Korea
A mobile rich-media campaign invited users to watch product video content and visit an activity site to obtain Génifique samples. The creative simulated the product coming to life on a phone screen.
Outcome. The cited case reported 39% video-view engagement, 24% deeper interaction with the rich-media unit and 17% social sharing among visitors.
Source
My Shade, My Power
International
The campaign presented a diverse group of women and linked complexion choice with confidence, representation, and individual expression. It supported Lancôme's broader effort to communicate a more inclusive approach to luxury beauty.
Source

Showing the 10 most recent.

Brand decisions

2021
Expand private-domain and livestream commerce in ChinaStrategy
Background
China's beauty market was shifting toward social commerce, membership ecosystems and direct brand relationships.
Action taken
Lancôme connected public advertising with WeChat membership, mini-program purchasing, enterprise messaging, communities and video-channel livestreaming.
Aftermath
A cited case reported 97% year-on-year growth in mini-program gross merchandise value during 618 and more than RMB 10 million in video-channel livestream transaction value; these figures are campaign metrics rather than audited brand revenue.
Campaign-reported mini-program GMV growth and livestream transaction value. 97% year-on-year mini-program GMV growth; more than RMB 10 million video-channel livestream transaction value (618 campaign, year not clearly stated in the cited case)
Source
2020
Acquire a Grasse perfume-plant estateStrategy
Background
Lancôme sought to deepen its connection with French perfumery and secure greater control over selected botanical materials.
Action taken
The brand acquired a cultivated estate in Grasse and continued agricultural activity involving roses, jasmine, and lavender.
Aftermath
The acquisition strengthened Lancôme's botanical storytelling and supported stated ambitions around organic cultivation and reduced waste.
Source
2019
Combine experiential stores with expanding digital distributionStrategy
Background
Luxury beauty consumers were increasingly shopping online, while brands still used physical stores to provide service, discovery, and brand theater.
Action taken
Lancôme opened a major Paris flagship concept, planned further flagship development in China, and continued selling through department stores, travel retail, boutiques, and ecommerce.
Aftermath
The strategy positioned the brand across both destination retail and digital commerce without abandoning its traditional prestige channels.
Source
2016
Adapt global Génifique communication for ChinaStrategy
Background
Lancôme sought to make an established global serum campaign more culturally and socially relevant to younger Chinese consumers.
Action taken
The brand paired global celebrity advertising with China-specific short films, social distribution, outdoor media, television and retail displays.
Aftermath
The approach provided a model for combining global luxury positioning with localized digital storytelling.
Source
1964
Join L'Oréal's luxury-products businessM&A
Background
Lancôme had established itself as a French perfume, cosmetics, and skincare house but required broader resources for international expansion.
Action taken
L'Oréal acquired Lancôme and integrated it into its luxury-products activities.
Aftermath
Lancôme retained its brand identity while benefiting from L'Oréal's research, manufacturing, distribution, and global marketing infrastructure.
Source
1964
Join the L'Oréal GroupM&A
Background
Lancôme had established itself as a French fragrance and beauty house, while L'Oréal was expanding its portfolio across beauty categories and markets.
Action taken
L'Oréal acquired Lancôme and integrated it into the group's luxury beauty activities.
Aftermath
The brand gained access to the resources of a global cosmetics group while continuing to operate under its own luxury identity. The brand expanded internationally under L'Oréal ownership and became part of L'Oréal Luxe.
Source
Extend the Rénergie platform with peptide and multi-serum productsProduct launch
Background
Lancôme's skincare strategy uses established franchises to communicate advanced anti-aging and firming research.
Action taken
The brand promoted Rénergie H.P.N. 300 Peptide Cream and Rénergie H.C.F. Triple Serum through television and digital advertising.
Aftermath
The Rénergie family remains an active part of Lancôme's skincare portfolio.
Source

Recent events

2025
Lancôme remains a leading U.S. prestige beauty brand[8]How Lancôme Maintains Its Top 3 Ranking in the U.S.wwd.com
Other
WWD reported that Lancôme remained among the leading prestige-beauty brands in the United States, supported by its skincare, fragrance, and makeup franchises and distribution across department stores, specialty retail, and ecommerce.
2025
Erika Toda appears in Genifique Ultime campaign at Shibuya Crossing[29]Erika Toda appears in Genifique Ultime campaign at Shibuya Crossingprtimes.jp
Campaign · Product launch
L'Oréal Japan promoted a new Genifique Ultime concept film featuring Japanese ambassador Erika Toda through large-format media at Tokyo's Shibuya Scramble Crossing.
2025
Lancôme releases Yoji Iwase Genifique Ultime web advertisement[30]Lancôme releases Yoji Iwase Genifique Ultime web advertisementprtimes.jp
Campaign · Product launch
A web film featuring actor Yoji Iwase presented Genifique Ultime and its recovery-oriented skincare positioning, including the product's beta-glucan formulation story.
2025
Lancôme launches a 90th-anniversary New Year art collaboration with Cai Guoqiang[15]Lancôme and Cai Guoqiang 90th-anniversary campaignsocialbeta.com
Campaign · Product launch · Other
Lancôme worked with contemporary artist Cai Guoqiang and his studio's cAI model on a gunpowder artwork centered on the brand's rose motif, then extended the concept into a New Year film and limited packaging.
2024
Lancôme appoints Yoji Iwase as ambassador for Genifique Ultime Serum[31]Lancôme appoints Yoji Iwase as ambassador for Genifique Ultime Serumwwdjapan.com
Campaign · Leadership change
Lancôme selected actor Yoji Iwase as an ambassador for Genifique Ultime Serum and released campaign advertising built around the message that beauty is connected with recovery and resilience.
2023
Lancôme promotes La Vie Est Belle through an Americas travel-retail takeover[32]Lancôme promotes La Vie Est Belle through an Americas travel-retail takeovermoodiedavittreport.com
Campaign
The brand used airport retail displays, outdoor media, digital communications, pop-ups and a transportation partnership to promote the La Vie Est Belle fragrance franchise across the Americas travel-retail network.
2022
Lancôme launches Call Me Happy Bearbrick collaboration[6]Call Me Happyadsoftheworld.com
Campaign · Product launch
Lancôme worked with Publicis Luxe and Bearbrick on a limited-edition collaboration featuring the toy character and Lancôme visual codes. Lily Collins appeared in the associated campaign.
2022
Lancôme runs a shoppable Pinterest holiday campaign[7]Beauty shopping made easy: Lancôme's holiday Pinterest campaignbusiness.pinterest.com
Campaign · Other
The brand uploaded its product catalog to Pinterest and combined shopping campaigns with full-funnel holiday media. Pinterest reported improved return on advertising spend when shoppable catalogs were enabled.
2021
Lancôme uses mobile 3D advertising to promote Lash Idôle mascara in the Middle East[5]The power of 3D ads: Lancôme's marketing makeover in the Middle Eastthinkwithgoogle.com
Campaign · Product launch
Lancôme used Google's 3D Swirl display format alongside video and tutorial content to let mobile users inspect Lash Idôle mascara digitally in the United Arab Emirates and Saudi Arabia. The campaign adapted creative language for local search behavior.
2021
Lancôme's WeChat mini-program and video-channel commerce expand during a 618 campaign[14]Lancôme private-domain commerce casezhuanlan.zhihu.com
Campaign · Other
A trade case study described coordinated mini-program, video-channel and community activity during 618, including livestream commerce and a limited Hello Kitty edition of the Pink Toner.

Showing the 10 most recent.

Overview

History

Products and positioning

Controversies

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources34 sources

Overview

History

Products and positioning

Controversies

Marketing campaigns

Brand decisions

Recent events

Related entries

Sources34 sources