- Lancôme is a French luxury cosmetics brand founded in 1935 that distributes skin care, fragrance, and makeup products internationally. - It launched its first five fragrances in 1936 and since then has expanded into skincare with products like its Nutrix repair cream. - The brand targets consumers with relatively high purchasing power and aims to reach customers across different socioeconomic classes.

1. Nessrine Bouzidi
RESEARCH

2. Lancôme is a French luxury perfumes and cosmetics house that distributes products
internationally.
It’s also part of the L'Oreal luxury products division, and they’ve partnered as a company to offer
skin care products, fragrances and make up at higher end prices.
It was founded in 1935 by Armand Petitjean in France, as originally a fragrance house his motive
was simple:
‘to create a beauty brand that would deliver French elegance around the world’
Lancôme first launched it’s 5 fragrances in 1936 at the worlds fair un Brussels:
• Tendre nuite, Bocages, Conquete, Kypre, Tropiques.
BRAND PRODUCT HISTORY

3. When his first five perfumes were an immediate success, he then
moved on to the skin industry.
The first product was a multi-tasking repair cream called Nutrix
and was launched in 1936 and is still available to purchase today.
Lancôme always have competition when creating new and unique
products. It was the first one to create the vibrating mascara. Then,
Maybelline New York came up with a similar one right afterwards.
After Lancôme invented a mousse type foundation and blush,
L’Oreal and Maybelline New York began to sell a cheaper version
soon afterwards. It seems that the mass-market brands are
desperately copying the real ones, but the problem is that they are
actually all from one big company
Lancôme prices their products higher than the other ones from
L’Oreal corporate therefore it creates limited access for customers.
All these well considered sales strategies make the brand Lancôme,
the real thing, not by natural rarity but by artificial market schemes.
PRODUCT HISTORY

4. Lancôme is one of the top advertisers in the luxury beauty arena and their ads can be seen in
numerous publications worldwide e.g. French vogue. In 2012 Lancôme premiered a TV
advertisement for the first time featuring 1930scartton icon Betty Boop.
Lancôme targets a population with a relatively high standard of living. Its client has a higher
purchasing power than the average, and this is what the brand is trying to change. By trying more
and more to reach all customers from all classes by creating different types of products in
different scales, and therefore different prices and different ages. It affects all groups of women
and what doesn’t change is the image of quality products.
Advertising online: unlike many luxury brands which are still afraid to move online, Lancôme has
in recent years developed a strong presence on the web. Since 1999, Lancôme has a e-commerce
website which allows any customer to buy their products online, which helps the brand to learn
more about its prospects.
ADVERTISING HISTORY

5. Isabella Rossellini (1981)
Isabella was an actress and model. This poster of Isabella was taken in 1990
when she was agreed to become the public face of Lancôme. She held the
post until 1996 when she was removed as a model for being ‘too old’ She is
till this day the longest partnership Lancôme have ever had, an international
face for 14 years.
THE FACE OF LANCÔME
Carol Alt (1978)
In 1978 only at the age of eighteen,
Carol Alt became the youngest model to
be the face of Lancôme.
Emma Watson (2011)
Again one of they youngest pitch women to join a global
beauty brand.

6. WHO IS THE CURRENT FACE FOR
LANCÔME?
Emma Watson has reprised her role as the gorgeous face of
Lancôme, to help launch the brands new gloss in love
collection.
Unfortunately she’s not now the current face representing the
Lancôme brand. Lily Collins is now joining Emma Watson and
co. as a Lancôme Ambassador as the face of the spring
collection out January 2014. Her campaign was launched in
January 2014.
'It's an absolute honour and privilege to have been chosen to
represent the Maison Lancôme. I have always admired the
brand's unique and distinctive appreciation for inner beauty
and grace, elegance and utter radiance.
'I feel incredibly lucky to be included among the most
inspirational women ambassadresses for one of the most
prestigious brands in the world. It's truly a dream come true.'

7. La Vie Est Belle
Proposed by Lancôme to provide an advert for the
following fragrance bottle. To make it successful and target
it to the right audience it has to:
• Provide a suitable advert that Is elegant and flattering
presenting the brand and this is how it successfully
targets their customers
• Keep it simple and within the Lancôme policies and
restrictions
• The model/person representing the brand used in the
advert has to be approved before being use.
THE BRIEF

8. Lancôme
Most of their targeted clients are aged roughly 20-52. Their products are
highly priced so their products may not be aimed to younger girls.
As the brand is one of the worlds leading luxury cosmetic brands, it
targets mainly women that ae looking to spend money on a good quality
product.
When advertising the perfume, the target market have to be aware that it’s
a top end product and has a highly unique smell.
THE CLIENT

9. Legal regulations
Advertising the products protects the consumer by educating them and by forcing the
main manufacturers to maintain the quality of the product being produced.
It also affects personality of the consumer, and as a beauty brand
Ethical issues
It should not mislead the audience/consumer that it’s aimed at
What is promises and how it appears must be there in the performance of products
displayed.
The model chosen shouldn’t be questioned on their colour or background.
And lastly it shouldn’t offend our moral senses.
LEGAL AND ETHICAL ISSUES

10. Lancôme and L’Oreal are one of the biggest cosmetic product manufacturers in the
world and they roughly spend around £1.2 billion on advertising back in 2009 and this
was to cover all advertisements of their products over different countries.
To save the company money, we’ve agreed to keep the budgeting of the advert low, but
enough to meet the Lancôme standards and provide an advert that matches the quality
of the product itself.
Aim is to keep the budget as low as possible, however because it’s a top end brand the
advert has to look as prestige as possible.
BUDGET AND DEADLINE
Costs Total
Perfume bottle £55
Props £10

11. LA VIE EST BELLE
‘LIFE IS BEAUTIFUL’
When carrying out a group discussion this is what was found and how the consumers
felt about the brand.
Group discussion – the brand is based on older women as they’re more likely to afford
it i.e. financially stable.
• Light and elegant in advertising previous perfume products.
• They recognise TV as an essential tool for communicating with the market place.
• The girl that is about to present this product can’t be the same as the previous
woman presenting the brand (Julia Roberts)
IDEAS GENERATION

12. The audience has to be aware that the product being advertised also conveys a
message to the audience.
The message of the advert is also linked with the name of the perfume bottle
itself.
It’s targeting their consumers and showing them that:
‘life isn’t complete and you won’t know its beautiful until you have the bottle
yourself.’
This is the message that will make the advert successful and target the right
people.
IDENTIFICATION OF MESSAGE

13. • Hotel/boutique
• Comes down the stairs dressed formally
• Walks up to the bar
• Instead of a drink the bar tender gives her the bottle
• She sprays herself
• As she turns around there a group of men
• And her last words are:
‘Life is beautiful’
FINALIZED IDEA

14. The advert could include a series of styles and would still target all audiences
and would be appropriate to all ages.
The main style that I feel would be successful would be cheeky linked with
romance as this style is what seems to be most common when advertising for
Lancôme products or other perfume adverts in general.
CONTENT AND STYLE