From November 13, the Louvre unveils a journey dedicated to beauty and its various perceptions through a selection of more than 100 historical works. All supported by the L’Oréal group.
“Beautiful!”
While Lancôme (L’Oréal Group brand) had formed a partnership with Le Louvre in 2023 around a makeup collection inspired by the aura of the Richelieu gallery and nine of its sculptures, all highlighted in a campaign with Zendaya, Aya Nakamura, He Cong and Amanda Seyfried, the beauty firm is beginning a new rapprochement with the famous Parisian museum. This time purely cultural, far from a commercial approach.
The two entities imagined a course called “Of all beauties!”unveiled from November 13, which explores the history of beauty through the ages and civilizations, its practices, its representations and its role. The exhibition brings together 108 works of art, 44 of which are considered major pieces. This escape into the heart of beauty covers nearly 10,000 years of history, with paintings, sculptures and exceptional objects.
A digital application guides visitors by providing them with additional information while a web series produced by Thierry Demaizière will be broadcast next February. Young people will react to the works in the selection, making it possible to capture GenZ and some millennials.
The objective of this collaboration is to reflect on our relationship to aestheticsquestioning body shapes, perfume, hair, makeup, gender and even skin color. Always in this spirit of promote plural beauties and diversitydear to the eyes of L’Oréal Group. The firm, whose turnover over the first nine months of the year increased by +6% to 32.40 billion euros, thus affirms its commitment to history and culture through this support, while highlighting its activities in a new way.
Next January, the Louvre will host its first exhibition dedicated to fashion, where dozens of silhouettes and accessories signed by the biggest houses will be presented. From Chanel to Yohji Yamamoto via Dolce & Gabbana, the museum is diversifying its offering towards other forms of art, as it does with “Of all beauties!”.
