Lancôme's very first French flagship opens its doors on the Champs Élysées.
The luxury brand Lancôme inaugurates its first flagship on the most beautiful avenue in the world: the Champs-Élysées. On this occasion, the world's leading beauty brand joins forces with the ZenithOptimedia agency to create a phygital campaign. Passers-by will then be able to scan the Arc de Triomphe. They will also be able, through Snapchat filters, to observe the building covered with thousands of roses. Something to delight Instagrammers and tourists!
Why did you choose the rose? This is, of course, the emblem of the brand. But, to the delight of all, it will not only be the Arc de Triomphe that will be adorned with roses. In the shop on the Champs-Élysées will sit a gigantic chandelier of 8000 rose petals. The brand doesn't stop there at the level of consumer experience. Indeed, 300 square meters of connected mirrors, engraving workshop, customization algorithms and many other tools spread over two floors.
A spa and skin diagnostics will also be offered to customers of the shop. Lancôme's CEO, Françoise Lehmann, said:
"We believe in the development of physical stores, provided we adapt to a changing consumer."
Today, the sale is no longer just an act of purchase. There is a real essential and personalized experience behind each customer.
What are the stakes?
In this flagship, all the brand's products will be exhibited. From makeup, perfume and skin care to all of them. Given that the rose brand has existed for 85 years, it has a global forty-year-old clientele. One of the challenges of the brand will be to target and attract a younger and international clientele. Finally, the objective is also to identify the tools most adored by customers in order to be able to expose them in the brand's distributors.
Go to 52 Avenue des Champs Élysées, to discover this exceptional Lancôme boutique.
