Page 30 - The Brand 2019

29, RUE
DU FAUBOURG ST-HONORÉ
THIS IS OUR SYMBOLIC ADDRESS, WHERE THE MAGIC CAME TO LIFE IN 1935. HERE, LANCÔME OPENED ITS FIRST BOUTIQUE.
This is our symbolic address, where the magic came to life in 1935. Here, Lancôme opened its first boutique. This museum for the brand, located on one of the most luxurious and fashionable streets in the world, was Lancôme’s prestigious window to French luxury that, in 1942, became the «institut,» Lancôme’s Temple of Skincare – as well as the Lancôme École des Techniciennes.
1942
lancôme school of ambassadresses
To transmit his global vision of French beauty and elegance, Armand opened École des Techniciennes in the rue du Faubourg Saint Honoré boutique during the darkest days of the war. It was the first school for beauty consultants. It was also the beginning of a unique service model—the Beauty Advisor. These Techniciennes would be the most elegant, most efficient communicators of the
Lancôme message.
They would personify expertise and joie de vivre. Each, carefully chosen and extensively trained on all products and selling techniques.
After nine months of training, the most gifted among them would be offered a trainer position at the school. The others would get to spend at least one year abroad, and would eventually work in Lancôme point of sales all over the world.
28 THE BRAND