Lancôme Absolue MD
Problem
In a luxury skincare market saturated with anti-ageing claims, the category was still fighting the same enemy: time. To launch Absolue MD, Lancôme needed to establish authority in the emerging space of longevity science and give people a new way to think about ageing, backed by a scientific reason to believe.
Background
Through an exclusive partnership with biotech pioneer Timeline, Lancôme brought the science behind doctor-recommended longevity supplement Mitopure® into topical skincare, targeting the cellular processes behind visible ageing rather than simply correcting superficial signs.
Ambition
To introduce a new philosophy of ageing that empowers people everywhere to take ownership of biological age. To shift the conversation from turning back the clock to advancing skin longevity.
IDEA What if you could choose your age?
We created a global platform around a defining idea: your skin’s biological age is the age you can change. It translated advanced cellular science into a simple new perspective on ageing, positioning Lancôme Absolue MD at the frontier of longevity skincare.
At its centre was the red pill, inspired by Mitopure® and Lancôme’s partnership with Timeline. It became a visual thread across packaging, retail and communications, turning complex science into a recognisable symbol of a new approach to skin longevity.
We then reframed the collection as a personalised three-stage protocol: Anticipate, Intercept and Reset, transforming individual products into an ongoing practice for skin health.
Demi Moore, Zoe Saldaña and Ella McCutcheon brought the philosophy to life, representing different ages and perspectives while shifting the conversation.
Turning longevity science into a new way to think about ageing.
Role
Platform strategy
Defined a global longevity platform that shifted the conversation from fighting chronological age to influencing biological age.
Visual Codes
Turned Mitopure’s red pill into a unifying visual motif across packaging, retail and communications, making longevity science instantly recognisable.
Film & Still Production
To bring the philosophy of biological age to life with striking visual authority, we partnered with acclaimed director Daniel Sannwald and DIVISION, orchestrating a premium, industry-leading film and still shoot.
CGI Development
To translate biotech into a compelling consumer experience, we developed CGI that enhanced the scientific component of our storytelling.
PR Photography
Working alongside top-tier industry profiles and production partners, we captured iconic PR photography to announce Lancôme’s new Longevity Ambassadors.
Product Photography
To highlight the premium posture of the Absolue MD collection and its iconic "red pill" motif, we partnered with renowned Photographer Romain Lenancker and Les Démons to craft meticulous, bespoke product imagery.
Launch Campaign
Crafted the integrated storytelling framework, positioning global ambassadors as Longevity Champions across cinematic film and print.
Result
Lancôme Absolue MD is more than a product launch. It sets a new benchmark for the beauty category, moving beyond the treatment of visible signs of ageing to focus on biological skin longevity. The global platform built around it pioneers a new era of skincare, combining scientific authority with a more empowering vision of ageing.
Global earned attention across Vogue, ELLE, PEOPLE, Page Six and international Vogue editions.
A-list cultural relevance, driven by Demi Moore and Zoë Saldaña.
300+ global editors, tastemakers and creators engaged through the New York experiential launch.
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