Lancôme’s Art of French Gifting
BRANDPACKAGING says: Customers love to have a special experience when purchasing an item, especially when it comes to beauty products. Consumers share stories of leaving their newly bought makeup untouched for as long as possible, to enjoy the fresh secondary packaging nestled in crisp tissue paper. Lancôme makes this sought-after feeling possible with its gift packaging created by Appartement 103.
The prestigious Parisian house selected Appartement 103 to rethink its institutional gifting elements and visual identity, while developing a new luxury experience that would embrace the art of gifting by Lancôme.
The boutique design agency Appartement 103’s main task was to guide the consumers through a refined experience, creating a meticulous gifting ritual in-store as well as when unveiling their gifts. Inspired by Lancôme’s sensuality and femininity, truly representing the brand’s DNA, Appartement 103 encapsulated this special moment into a remarkable ceremonial.
Boasting elegance, all gift pieces feature a foil silver plate, which reinforces the brand’s logo by capturing light. This emblematic focal point elevates the distinction and confidence of Lancôme’s brand while paying tribute to the historic address of the house, 29 Faubourg Saint-Honoré in Paris.
In order to increase sophistication, the timeless Lancôme’s rose is brought to life by a delicate blind embossing technique, awakening the tactile senses against the carefully chosen cottony paper. Lastly, the fuchsia notes contrast against the minimalist expression of the set, adding a special touch of joy and freshness, reminding us how “Life is beautiful in Lancôme.”
"Through this new identity, Lancôme is indisputably bringing the art of gifting to a new dimension, confirming its leadership in the category. Beyond the minimalistic but impactful image of the range, we brought to life the historical know-how of the house into the core of our thinking process, spreading the brand values to the world," says Marc Savary, creative director at Appartement 103.