The global cosmetics brand
Lancôme: A Tailor-Made Event for an Impactful Product Launch
The Fragrance Range to Celebrate the Women of Tomorrow
The history of Lancôme dates back to 1935, when Armand Petitjean, a French entrepreneur, founded Lancôme in Paris. From its inception, Lancôme positioned itself as a luxury brand offering high-quality products. Over the years, the brand has expanded its product range to include skincare, makeup, and hair products.
Today, it is present in many countries worldwide, and its products are sold in department stores, perfumeries, standalone boutiques, and online. Lancôme continuously creates beauty products in line with market trends, while maintaining its leadership position in the luxury cosmetics industry.
In 2019, Lancôme launched the Idôle fragrance saga. A range designed to shake up perfumery codes, celebrating today’s woman, powerful, free, and assertive.
And thus accompany the irresistible momentum of women who are inventing the world of tomorrow.
Ensuring the success of a product launch:
visibility and awareness objectives
In 2022, the story continues, and Lancôme reveals the fourth version of this fragrance with the Idôle Nectar eau de parfum. And what better way to embody this committed and feminine range than a unique and immersive place to discover the universe? The Idôle House was thus born during the summer of 2022, to showcase the Idôle fragrances, and especially, to celebrate their latest creation: Idôle Nectar.
What’s on the agenda? A unique 150m² space over two floors to discover the sweet fragrance blending notes of rose and vanilla, sprinkled with a pinch of popcorn. Unexpected and addictive!
The challenge was significant for the brand : to combine different marketing actions to be present on all channels, to benefit from 360° visibility and ensure awareness of the new eau de parfum.
Lancôme thus chose to organize an evening within the “Idôle House”, and to invite carefully selected influencers. Event marketing is indeed a major lever during a product launch: strengthening the bond with guests, direct exchanges with the brand, unique sensory experience, strong human connection… and above all, social media content from the chosen talents.
A Unique Event + Exceptional Talents:
High-Quality UGC!
Organizing an event is one thing: ensuring its success and having a real impact on the awareness of the showcased product is another!
The Lancôme brand focused on a pool of content creators, pre-selected by the Trustt event feature based on their audience, the quality and originality of their publications, and average engagement rates achieved. Not only to increase visibility of the event and the newly launched eau de parfum but also to establish long-term partnerships with committed brand ambassadors.
The selected beauty influencers, such as @mariebeaute present on TikTok and Instagram (213K followers), @sue_vanitykat (66K followers on Instagram) or @_beaute_addict (60K followers on Instagram), received a private invitation to the Lancôme evening, accompanied by an engaging and inspiring mission letter.
The event’s objectives:
- Ensure the presence of talents aligned with the brand,
- Raise awareness of the new fragrance Idôle Nectar among target audiences,
- Gather engaging social media posts (before, during, and after) to showcase the new fragrance
- Measure the impact (positive conversations, likes, engagement, and visibility)
+ 51,200
interactions
+ 100
posts
The result? An unforgettable launch event
A hundred stories, permanent posts on Instagram, unique content on TikTok, over 500 comments and nearly 8000 likes?
As the Idôle House was a temporary venue (for a weekend), it was also an opportunity to entice followers to visit!
Colorful visuals, an invitation to try the new eau de parfum, captivating videos, authentic ambassadors sincerely committed to their mission…
And above all, the entire Lancôme team was able to save considerable time:
- A tailored selection of talents identified based on their affinity with the brand, their engagement, and the quality of their audience,
- Guaranteed attendance of guests by avoiding no-shows,
- Automation of invitation workflows,
- A creative brief communicated in advance which ensured the distribution of social posts before, during, and after the event,
- Highly engaging content, created by passionate content creators, each representative of the brand’s different target audiences,
- Real-time collection of results on the Trustt event mission dashboard: number of content pieces, post and mission engagement rates, reach, top content…
- Royalty-free and reusable UGC for Lancôme, all gathered in one place.
… And finally: the ability to draw relevant conclusions about audience engagement on the chosen event topic, and ensure continuous improvement of all their marketing actions…
Want to organize an impactful event?
