L’Oréal Group and the Louvre Museum have created an interactive experience, a tailored tour of the museum that offers an overview of the evolution of beauty through a variety of works. This is a collaboration with which both entities seek to exploit their cultural capital and enhance their presence among new audiences.
L’Oréal and the Louvre Museum aim to explore the link between art and beauty
It is, according to Vogue Businessof a materializationand an agreement which L’Oréal and the Louvre Museum have recently established and which plans to extend over the next three years. An alliance that aims to explore the links between art and beauty through common values,
In that framework it was born “De toutes beautés!” (“Of all the beauties), which represents a selection of 108 works of art through which issues such as rituals, objects and beauty practices are delved into; the canons or idealized visions of beauty; and what questions of appearance and beauty reveal about societies and their transformations.
The tour is offered through a web application that collects information and data of interest in audio format about multiple and diverse pieces of art, spanning 10,000 years of history and various cultures. Additionally, museum visitors can scan the QR codes of the works to receive explanations of them through the prism of beauty.
The application has been co-produced by L’Oréal Group and the Louvre Museum. The Mazedia company has been in charge of the design and development; while Nuits Noirse has been responsible for the design and production of the audio guide.
Furthermore, according to the aforementioned media, a six-episode web series, made together with the production company Falabracks, which will be broadcast in early 2025.
“The objective of this visit is to talk about diversity and plurality”, explained Delphine Urbach, Director of Art, Culture and Heritage of the L’Oréal Group, to Vogue Business. “We tried to say it in the title, ‘De toutes beautés’, in plural. It is about saying that beauty is always a matter of the gaze of the other, so it is necessarily subjective, plural and diverse.”.
He also points out that the initiative responds to the purpose of L’Oréal Group, expressed with the concept ‘Create the beauty that moves the world’, and convey the idea that beauty is essential for human beings and society.
At a strategic level, L’Oréal benefits from the cultural prestige of the Louvre, as well as its exhibition, since the museum receives approximately 30,000 visitors daily. And the alliance also reinforces L’Oréal’s French identity and heritage.
For his part, the Louvre Museum claims to be a modern and innovative entity through the collaboration of the L’Oréal Group, as well as the economic aspect of sponsorship and a new way of attracting the public, especially the French, to come regularly.
The tour “De toutes beautés!” It will be available at the museum from November 13 and will continue until March 2027.
More info.: De toutes beautés!
