Page 20 - The Brand 2019

Eventually, inspiration came from behind the metal gates of a sumptuous country castle...
While they were still creating their first products, Armand Petitjean was also searching for a name for their new venture. At one point, he considered using the name of the village where he was born, Saint-Loup, but ultimately decided it didn’t sound feminine enough. He dreamt of a name with a genuinely French sound, an echo to famous historical names such as Brantôme, Vendôme... A name which would embody the values of elegance so dear to his heart.
the castle of lancosme
Eventually, inspiration came from behind the metal gates of a sumptuous country castle, where Armand came across the ideal name: Lancosme.
A name filled with the deep sounds of the French language.
Armand Petitjean chose the name with care, the way one chooses the best wines from a cellar. He later transformed the S into an accent, making Lancôme rhyme with the name of a famous French landmark such as Place Vendôme.
A distinctive mark of elegance, this accent would make France into the standard for feminine beauty across all five continents.
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