Lancôme

Founded in 1935 by Guillaume d'Ornano and his business partner Armand Petitjean in France, as a fragrance house. The name "Lancôme" was inspired by the Château de Lancosme in the region of Brenne, which lies in the Indre valley in the heart of France - the name was chosen by Guillaume's wife Elisabeth d'Ornano. The roses in the area inspired the company's symbol of the single golden rose.

Lancôme launched its first five fragrances in 1935 at the World's Fair in Brussels: Tendre Nuit, Bocages, Conquete, Kypre and Tropiques. Petitjean entered into the skincare market, launching Nutrix, his first "all-purpose repair cream" in 1936, followed by make-up, cosmetics, and skincare products. Lancôme was acquired by L'Oréal in 1964, and became part of its luxury products division.

Products

The company produces fragrances, skin care, and makeup.

Lancôme fragrances are made in association with perfumers: Alain Astori, Annick Menardo, Daniela Roche-Andrier, Christian Biecher, Jacques Cavallier, Calice Becker, Pauline Zanoni, Maurice Roucel, Thierry Wasser, Christine Nagel, Armand Petitjean, Gerard Goupy, Olivier Cresp, Harry Fremont, Alberto Morillas, Dominique Ropion, Olivier Polge, Francis Kurkdjian, Robert Gonnon, Nathalie Lorson, Sophia Grojsman, and Alienor Massenet.

Digital marketing in Lancôme

Social media marketing

In 2014, Lancôme launched a marketing campaign via social media platforms. This program gives points as the reward to members for sharing on social media.

Controversy

Hong Kong

On 5 June 2016, Lancôme canceled a promotional concert by Hong Kong pro-democracy singer Denise Ho that was scheduled to be held on 19 June in Sheung Wan. The cancellation was due to a boycott campaign launched by the Communist Party-controlled Global Times, which denigrated the Cantopop star for supposedly advocating Hong Kong and Tibet independence. Lancôme posted on Facebook that Ho is not a spokesperson for the brand. The cancellation drew a heavy backlash in Hong Kong, resulting in some Lancôme shops in Hong Kong shutting down during the protests. Some Hong Kong merchants refused to accept the political pressure from the Chinese government. Listerine, another brand that Ho represents, retained the singer despite criticism from the Global Times for hiring Ho as its spokesperson.

Ho ended up playing the concert without Lancôme's support.