The Beautiful Brand Story of Lancome

About the brand

Originally what started as a mere fragrance house in the early 1935. Lanco`me’s foundation was laid by a French man named Armand Petitjean. He was really passionate about his business which was easily and quickly reflected in his business his top five fragrances were a quick success in the market and then with the success shooting up the roofs he soon expanded into skincare products .

Lo`real which acquired Lanc`ome in the year 1934 now popularly known as a successful and the largest luxury  brand around the world ever since then. The very first skin care product launched by Lanc`ome was the multi-tasking skin hydrating repair cream with the name Nutrix, its roots go back to 1936 but it’s still available and continues to be the bestseller.

Celebrity endorsements

When Armand Petijean said that Lanco`me never would endorse its products or advertise he kept his word for quiet a few years and the brand did really well in the years that followed. But now as we live in the world of social media a little endorsement here and there wouldn’t do any harm, so keeping up with the trend Lanc`ome became one of the trendsetter by using famous influencers and celebrities to endorse and promote their brand from Kate Winslet, Penelope Cruz to Emma Watson.

Particularly speaking of Emma Watson she is a huge admirer of Lanc`ome’s new range of lipstick Rouge in Love. Rouge in love is a wide range of collection of 24 different types flattering all skin types which is split into three categories.

1)TheJolis Martins - signature natural nude shades.

2)TheBoudoir Time-brighter and bolder with more of a gloss effect.

3TheTonight is my Night - deep dark and brown tones.

Current collections

It’s a one stop destination for all the makeup lovers out there. well it isn’t really at the affordable side but one product of Lanc`ome will give you wardrobe just the right touch of royalty.  The company offers everything from fragrance( is what they were popularly known for around the world), skincare and makeup products. The products which made it to the international markets include their mascaras “Hypnose” also their Visionnaire range  which includes a secret ingredient which is a patented ingredient strictly aimed to give you the gorgeous perfect skin texture colour quality it highly helps in reduction of pore sizes, all the fine lines and also uneven skin tone.

Talking about the Lanc`ome signature perfumes they are now made in association with perfumers. Alian Astori, Christian Biecher, Pauline Zanoni , Harry Fremont, Oliver Polge, Robert Gonnon, Natalie Lorson and so many more of them.

The five signature perfumes with which Lanc`ome started they won prizes at The Universal Exhibition in Brussels in the year 1935 and still are the most liked and highly valuable fragrances which are:

CONQU`ETE : A Chypre base laden with the powerful fragrance of warm roses.

KYPRE:heavy clouds of jasmine underlined with musk and amber.

TROPIQUES: smooth, spicy and aromatic.

BOCAGES : honeysuckle mingling with lilac and lily of the valley.

TENER NUITS: velvety darkness filled with roses and magnolia.

Ever since 2014, their fragrance La Vie Est Belle is the best selling in the whole international market and also in the Lanc`ome’s history in France.

Marketing strategies and Social Media presence.

Lanc`ome along with offering high quality products to the customers also made sure over the years to evolve and make exceptions according to the trend to keep up the company has certainly developed a mix and match, trial and error marketing strategies to keep up with its loyal customer base. The segments that seem to work the best for them is:

Promoting products and the brands:

Although the brand name speaks for itself and doesn’t need much endorsements but Lanc`ome has left no stone unturned they took social media and approached celebrities to become the face of their products and promoted them just as the way the customer would love an relate to. They also make sure to showcase their quality to highlight its brand value.

Establishing their presence in the target market:

As this is the era lived and ruled by the millennials, so as the original products focuses on the more intense skin care products as anti ageing formula, wrinkles, they now have broadened their products to which certainly appeals the young women seeking much less intensive products and more pro active products. It is one of the reason why the brand still continues to be a huge success.

Lanc`ome is a very elite product from Loreal now, keeping the heritage in mind Loreal did not even change the brand name and the original recipe that was passed down from generations. It has truly made its significant mark in the industry . The perfumes of Lanc`ome is something worth spending every penny and adding to one’s collection of high end products and one should definitely feel proud about being a Lanc`ome user.