THE WHAT? L’Oréal-owned Lancôme has inaugurated Le Domaine de la Rose, an ecological horticultural site. Spanning 9.8 acres, the site is designed to cultivate roses and perfume plants for the brand using sustainable, traceable, organic methods.
THE DETAILS The prestige beauty brand has also restored the main house using local, recycled and biosourced materials and is destined to become an education center. Beginning in June 2022, La Domaine de la Rose will be open to the public; visitors will be able to discover fragrance compositions produced using the new Rosa x centifolia grown at Le Domaine de la Rose: the new perfume La Vie Est Belle Domaine de la Rose and the fragrance Maison Lancôme 1001 Roses.
THE WHY? Not only does the site form an integral part of Lancôme’s corporate and social responsibility strategy but it also secures supply of one of its key ingredients in this era of scarcity. Françoise Lehmann, General Director of Lancôme International, added, “We are happy and proud of this purchase, which reinforces our presence in Grasse, the world birthplace of perfumery. The brand, which is already established in the region, particularly through a noteworthy exploitation of a rose field in Valensole for its skin care ranges, will continue growing its own proprietary roses as part of its responsible, traceable sourcing approach. Our aspiration was to restore the estate with respect for its agricultural vocation and the equilibrium of biodiversity, while integrating modern and sustainable renovation techniques. In an effort to pass along its expertise, Lancôme also intends on sharing the traditional savoir-faire of the rose with both internal and external audiences through the acquisition of this property.”