Lancôme is a renowned luxury beauty brand in operation since the 1930s. Based in Paris, France, and owned by L’Oréal’s Luxury Products division, Lancôme offers a wide range of makeup, fragrances, and skincare products for both men and women. Known for its French-inspired approach to perfumery, Lancôme is a global leader in the industry, with a presence in over 163 countries. The brand’s products are imbued with the values of beauty and elegance that are integral to French culture.
The Story Behind Lancôme’s Timeless Appeal
Lancôme was founded by Armand Petitjean in 1935 as a perfumery. The brand’s name was inspired by the ruins of the castle Le Chateau de Lancosme, and it was chosen to evoke a sense of French sophistication. The company’s iconic symbol is a single golden rose inspired by the rose garden outside the castle. This rose represents the brand’s commitment to producing the finest and most luxurious scents and the French ideal of beauty.
Lancôme was represented by Petitjean at the 1935 Universal Exhibitions in Brussels, where they introduced five new perfumes in beautifully designed containers. The scents, Conquête, Kypre, Tropiques, TendresNuits, and Bocages, were inspired by other cultures and received two gold medals each at the competition. The unique packaging for the perfumes was created by Georges Delhomme, who was hired by Petitjean as the company’s creative director.
In 1936, Petitjean launched a skincare line called La Nutrix. The product, a regenerative night lotion, was marketed as a solution for a variety of skin issues, including sunburn, dryness, insect bites, razor burns, frostbite, and diaper rash. It was believed to protect the skin by reinforcing its natural defenses. La Nutrix was extremely popular and has remained so, becoming a widely recognized and sought-after product.
Rose de France lipstick made its debut in 1936 and was a hit among customers, even into the 1950s. This lipstick, known for its rosy red color and floral scent, was launched at a time when long-lasting lipsticks were in high demand. The lipstick’s ability to make lips feel soft and youthful contributed to its status as a symbol of femininity. The lipsticks were packaged in elegant containers similar to those used for perfumes.
Lancôme During World War II and Afterwards
To boost sales during World War II, Lancôme’s CEO, Pierre-Henri Petitjean, implemented a creative marketing strategy by personally training a group of young women in a range of subjects, including science, art, sales techniques, cosmetic application, massage, and even fragrance. These women acted as global ambassadors for the brand, promoting Lancôme to customers worldwide and even being received by presidents and governors. Their efforts contributed significantly to the success of the company.
Lancôme’s expansion continued in the years following World War II. Lancôme has expanded to over 98 countries by 1955. The company’s skincare products became wildly popular among women due to positive word of mouth. Lipsticks by Lancôme were best-sellers, and the perfumes Magie and Tresor helped establish the company as a leader in the industry.
What Led to the Acquisition of Lancôme by L’Oréal
Petitjean’s commitment to quality ultimately contributed to the failure of his new product line, Oceane. This product was based on a flawed method for classifying skin types and was too complex to be successful. In addition, his refusal to adopt disposable lipstick cases, which were becoming popular and transforming makeup sales, greatly impacted Lancôme’s lipstick sales.
At the same time, Petitjean invested heavily in constructing a production plant at Chevilly, using both his wealth and the company. In 1962, Lancôme had established a plant but was severely in debt. Despite attempts to tailor the brand to the market, the firm could not recover. It was eventually sold to L’Oréal in 1964 with the agreement that Lancôme’s legacy would be maintained.
Lancôme’s New Chapter with L’Oréal
Lancôme has seen rapid growth and global success under the direction of L’Oréal. Lancôme’s financial resources and marketing expertise have been critical to the company’s continuing success. Despite becoming a part of L’Oréal, the brand has preserved its fundamental principles of elegance and beauty. It has even reached new heights of innovation because of L’Oréal’s research and development activities.
Lancôme’s iconic perfumes, including O oui, Poeme, and Tresor, have solidified its reputation as a premier fragrance brand. Lancôme is a major player in advertising in the luxury beauty industry, partnering with renowned photographers, models, and actresses. The company has a global presence, represented by talented perfumers, designers, actresses, and supermodels. In 2017, Lancôme introduced a new app that allows customers to virtually try on makeup products and make purchases directly through the app, demonstrating the brand’s ongoing growth and innovation.
Lancôme’s Success in the Beauty Industry
Lancôme is a successful beauty brand for a variety of reasons. First and foremost, the business is well-known for producing high-quality goods. Lancôme’s skincare, cosmetics, and fragrance products are made with carefully selected components and sophisticated technologies. In 2021, the brand achieved more than $150 million in eCommerce global sales, making it one of the best performers in the L’Oréal Group.
Furthermore, Lancôme has a great reputation for exclusivity and glamour, which appeals to many consumers. The brand frequently partners with famous photographers, models, and actors, which helps to solidify its reputation as a premium beauty brand. Isabella Rosselini, Kate Winslet, and Penelope Cruz are among the celebrities who have appeared in Lancome advertisements. Amanda Seyfried, who starred in movies like Mean Girls, Mamma Mia!, and Les Misérables, became Lancome’s newest worldwide brand ambassador in 2023. She joins Zendaya, Taylor Hill, Julia Roberts, and Lupita Nyong’o as current endorsers.
Another factor contributing to Lancôme’s success is its dedication to customer satisfaction. The company provides a comprehensive choice of products for all skin types and issues. They also have a team of professional beauty consultants that can assist consumers in selecting the best products for their requirements. Lancôme also has a robust social media presence, allowing them to connect with and engage its clients. The brand launched a virtual try-on option on its website in 2017, allowing customers to virtually test beauty products using their webcams. Clients have received this feature well, contributing to Lancôme’s overall success in the digital market.
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Lancôme’s Luxurious Product Line
Lancôme is a luxury beauty brand with a diverse product offering across numerous categories. Lancôme sells a variety of goods, including:
- Skincare: Lancôme skincare products are designed to wash, exfoliate, moisturize, and improve the appearance of the skin. Examples of these items include cleansers, serums, face masks, eye creams, and moisturizers. The Advanced Génifique serum, Visionnaire Advanced Skin Corrector, and Rénergie Multi-Lift Ultra Firming Cream are among Lancôme’s best-selling skincare products.
- Makeup: Lancôme sells foundation, concealer, powder, blush, eye shadow, eyeliner, mascara, lipstick, and lip gloss. The company’s makeup products are noted for their exceptional quality and long-lasting wear. The Teint Idole Ultra Wear Foundation and the Hypnôse Mascara are two of Lancôme’s best-selling makeup items.
- Fragrance: Lancôme is well-known for producing high-quality scents, frequently inspired by nature and the company’s French background. Lancôme offers a range of perfumes for both men and women, including eau de parfum, eau de toilette, and scented candles. O oui, Tresor, and La Vie est Belle are some of Lancôme’s best-selling scents.
- Men’s Grooming Products: Lancôme has recently added men’s grooming products, including skincare, shaving products, and cologne, to its product line. These products are made with high-quality ingredients and innovative technologies to meet male consumers’ particular demands and preferences. Lancôme provides men’s grooming goods such as the Men’s High Resolution Refill-3X Anti-Wrinkle Cream and the Men’s Énergie de Vie Water-Infused Cream.
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Lancôme’s success as a beauty brand can be attributed to its high-quality products, luxurious image, and customer-focused approach. The company is well-known for producing high-quality products using cutting-edge technology and carefully selected ingredients. The company’s global reach, strong sales figures, and market share leadership in various categories demonstrate its continued success in the industry.