The international press launch of « La vie est belle », the new feminine
fragrance of Lancôme, was held on May 2nd, with almost 300
international guests.
The event took place in the south of France, just a
few miles from Monaco, in the prestigious setting of Villa Ephrussi de
Rothschild.
7pm: the cars begin to roll in, and the first guests arrive.
A pale pink structure supports a monumental crystal chandelier. Behind
it, further chandeliers are lined up, emanating limitless radiance.
Further in the distance, among the trees, women's voices are heard
declaring "La vie est belle" in English, Italian, Spanish, German,
Chinese, Arabic, Japanese, Russian... Then the olfactory path begins,
with the sea as its backdrop. Giant silver cases appear to float,
housing the fragrance's noble ingredients (Iris Pallida, Sambac jasmine,
patchouli...), artfully presented.
And then the surprise comes. To
allow guests to discover the elixir, Lancôme imagined a
never-before-seen structure: a crystal chandelier that releases the
fragrance drop by drop. Guests simply hold their wrists below it,
literally falling under its spell. 8.30pm: all of the guests gather in
the crystal structure assembled in the garden.
Sequined white floor,
pink covering, chrome-coated Napoleon III chairs, vast chandeliers,
giant screens and mirrors.
Youcef Nabi, Worlwide President of Lancôme,
presents "La Vie est Belle": the concept, the bottle, the elixir, the
communication and the ambassadress. Thunderous applauses. Suddenly, 40
young men enter the room. The music is captivating, the choreography
perfected to the last millimeter. At last, she appears: Julia Roberts,
more beautiful and radiant than ever. After the dinner, the guests are
led into the luxuriant gardens. The music rises in a crescendo.
One by
one, lights illuminate the giant letters of "La Vie est Belle". Then,
magnificent pink and silver fireworks are seen above the bay. A perfect
end to a magical evening.
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