Lancôme wins over Millennials x
Lancôme, the number one selective women’s beauty brand worldwide x, present in the three categories (fragrances, skincare and makeup), has reinvented itself to reach out to younger generations while maintaining its image as an iconic quintessential French luxury brand.
With Lancôme, “La vie est belle” x. This appeals to Millennials x, who look for inspiring brands and products suited to their lifestyle. In the makeup category, the brand has two bestsellers: Monsieur Big mascara and the lipsticks Juicy Shaker and Matte Shaker. L’Absolu Rouge and Teint Idole Ultra are also among the brand’s stars beloved by a broad customer base.
To attract more 20-30 year olds, Lancôme stands out from the crowd with innovative packaging and communications campaigns that leverage on digital codes: short videos and colourful visuals. The brand, which is very present on social media, has also developed partnerships with two influential ambassadors: Taylor Hill and Lily Collins.
Innovation at the heart of Lancôme’s acceleration
Lancôme continually improves its star products with major innovations, which have made it the selective number one brand in China. x
Advanced Génifique Sensitive Dual Concentrate, launched in 2017, has propelled the Génifique franchise as one of the year’s biggest successes. Originally launched in 2009, Génifique and all of the associated major scientific patents embody the essence of Lancôme skincare: effective, innovative and universal.
La Vie est Belle, the fragrance which continues to top perfume sales rankings in Europe and is among the bestselling perfumes worldwide, also strengthened its position in 2017 x with the launch of La Vie est Belle L’Éclat.
Capsule collections for Christmas and Chinese New Year as well as personalisation services such as product engraving also help attract new consumers – particularly in the makeup category.
