Lancôme partners with the Louvre for exciting new campaign by Publicis Luxe

When two iconic French institutions, the Louvre and Lancôme come together, a unique collaboration unfolds, bridging history and future.

This new extraordinary partnership was forged by French media and advertising agency Publicis Luxe, which said the tie-up between the two globally recognised brands delves into centuries of art history at the Louvre to explore the essence of beauty.

Lancôme and the Louvre

As a true universal museum, the Louvre is a meeting place of cultures that inspires us to envision the diverse forms beauty can take and how it shapes our identities.

Lancôme said it believes that beauty is a living art, constantly evolving, with no fixed rules nor boundaries.

The collaboration invites consumers to pursue this dynamic dialogue between art & beauty in telling women’s stories that echo our times and transcend eras, geography, and culture in our modern world.

The campaign features Lancôme’s global ambassadors, including Zendaya, Amanda Seyfried, Aya Nakamura, and He Cong, showcasing their captivating beauty as modern-day muses alongside the immortalised goddesses of the Louvre such as the Victory of Samothrace, the Venus of Arles, the Diana of Gabii, Corinne or the Venus de Milo.

Each of these sculptures embodies femininity, strength, and beauty, transcending time and inspiring the women of today.

“It was a once in a lifetime opportunity to be able to shoot in Le Louvre, in the middle of those historical wonders, having the whole place for ourselves”, said David Soussan, ECD, Publicis Luxe.

“The stakes were huge: create images that would match the infinite grandeur of the art pieces. Hence the impeccable craft of Sølve Sundsbø, who created a dialogue through time between the statues and the women, linked by the purest of light.

“Also, the respectful modernity of Georgia Hudson’s filming shone a new light on the magnificence of the museum, inhabited by yesterday and today’s muses.”

The campaign launched worldwide 4 September, 2023.

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