Lancôme on June 14 once again invited beauty editors and influencers into its “house,” or maison—Maison Lancôme, that is—for a hands-on, highly curated experience with the brand’s latest lines of color, skincare and fragrance. While last year the event took place at the Academy Mansion in New York City, a historical venue on the Upper East Side, this year, the brand took the experience downtown to a six-story modern townhouse in Greenwich Village near Washington Square Park.
“We’re really playing on this whole modernization positioning for the brand, we’re still Lancôme, we’re still a heritage brand, and we’re proud of that legacy, but at the same time, we realize that we want to reach a younger consumer, and since we’re doing that in our products through different launches, that we need to extend that through to our brand and our brand expressions,” says Stacy Mackler, vp-public relations at Lancôme USA.
The explore-able venue featured outdoor spaces, like a garden patio and open rooftop deck, and like last year, every nook and cranny was designed to bring to life a different product or message. Among the highlights: an entrance moment with 3,600 tightly knit roses of varying shades of pink that created an “ombre” effect and then punctuated by neon pink Lancôme signage, and a rooftop French market where attendees received a branded French wicker basket they could fill with items displayed, including fresh produce and baguettes. Every item in the market was marked by a sticker that said “Lancôme Loves St. Jude,” a nod to the brand’s charitable mission with St. Jude Children’s Research Hospital.
Also new this year were food experiences, like one that highlighted honey as a cosmetic ingredient. In an Instagram-able display, honeycombs dripped real honey onto a spread of French-inspired fruits, vegetables and cheeses. Check out the gallery below for more scenes from the experience. Agency: HL Group, New York City.
Inside the Maison Lancôme Downtown Experience