Page 26 - The Brand 2019

The man who created these five fragrances was, evidently, very attracted to women. Whether hailing from the north or the south, east or west, he dreamt them, above all, elegant.
One of the earliest Lancôme ads showcases two women, a brunette and a blonde: Clad in sumptuous negligees, they are positioned in front of a long, oval mirror. Their silky gar- ments flow over their bodies, suggesting without reveal- ing; their hair is permed, their eyebrows plucked; and the blonde beauty is holding the distinct Lancôme perfume bottle, its stopper encrusted with glass jasmine flowers.
Quintessentially Thirties and inextricably associated with elegance, this compelling advertisement was Petitjean’s beauty ideal for the times. And isn’t elegance what France does best?
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