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 achieved significant market growth most notably in China, a cornerstone of Lancôme’s growth strategy and a market known for its appetite for precision technology, validating its innovative formula and strategic marketing approach, through the elevation of codes and craft.