Lancôme The Golden Renaissance begins
Insight
A golden opportunity.
Lancôme’s iconic Absolue Soft Cream is a status symbol within China, rather than resonating with customers for its core functionality and transformative skincare benefits. Its popularity masked Lancôme’s ability to establish itself as a leader in the field of skincare science. A shift in perception was required to take the iconic cream from an admired object to a technological breakthrough.
Idea
The crowning glory in a new era of science.
Lancôme Absolue Longevity Cream is a revolution in skin care and longevity science by proactively preventing aging, powered by Absolue PDRN™, Lancôme's pioneering rose DNA extraction.
This groundbreaking scientific achievement is imagined as heralding a Golden Renaissance in skin science, crafting a liquid gold universe, with elongated lines symbolising extended youth, and a boundless horizon hinting at the limitless possibilities of skin longevity. The 360 campaign channels the spirit of rebirth and a scientific and artistic awakening.
Impact
The Golden Renaissance has begun.
The Lancôme Absolue Longevity launch, featuring the number one premium cream in China, achieved significant market growth. China is a cornerstone of Lancôme’s growth strategy and a market known for its appetite of precision technology, validating Lancôme’s innovative formula and strategic marketing approach. The launch saw a 29% increase in sales and a 36% rise in search volume on Tmall.
