Global beauty brand Lancôme rings in 2025 with a vibrant campaign celebrating its 90th anniversary. The theme, “Awakening Spring”, embodies renewal and hope, echoing the fresh start of a new year.
Lancôme’s anniversary campaign is a visual spectacle, showcasing the brand’s iconic rose bursting forth from a frozen landscape. This captivating image, featuring Lancôme’s signature pink hue, symbolises optimism and the beginning of their 90th-year journey.
This year, Lancôme elevates their campaign through a groundbreaking collaboration with Cai Guo-Qiang, a world-renowned artist known for gunpowder art installations. Alongside cAI™, an AI model developed by Cai’s studio, they unveiled “Paris Rose,” a stunning artwork created with colored gunpowder. This piece serves as the campaign’s centrepiece, adorning limited-edition gift boxes and inspiring the overall visuals.
Limited-Edition Gift Boxes: A Collector’s Item
Lancôme’s New Year gift boxes are transformed into beautiful keepsakes, featuring cAI’s contemporary interpretation of the rose, emerging through winter’s ice and blooming anew for the coming year.
The campaign highlights two of Lancôme’s hero products:
Génifique Ultimate Serum (115ML):
A revolutionary formula boosted by Beta-Glucan-CM to accelerate skin repair and promote self-renewal. Available in a limited-edition 2025 Chinese New Year package (RM950).
L’Absolu Soft Cream (60ML):
A luxurious cream harnessing the power of rose and advanced science to rejuvenate and energize the skin. Available in a limited-edition 2025 Chinese New Year package (RM1,495).
Lancôme’s New Dramaphoria Lipsticks:
Embrace the new year with Lancôme’s “Dramaphoria” L’Absolu Rouge collection. Featuring four shades of pink and four shades of red inspired by emotions, these lipsticks deliver long-lasting colour and comfort (RM168).
These collections will be available at Lancôme boutiques, counters, and online at lancome.my from January 6, 2025.
Celebrate at the Lancôme Chinese New Year Podium
Experience Lancôme’s festive spirit at the Chinese New Year podium returning to Pavilion Kuala Lumpur from January 8 to February 16, 2025. Guests can enjoy:
- Blooming Trail Customer Journey: Interactive stations with photo opportunities, prizes, beauty consultations, and more.
- Exclusive Weekend Activities: Lunar nail art and New Year portrait sessions throughout the event.
Explore the new collection, discover your perfect shade, and connect with the brand at the Pavilion Kuala Lumpur podium this Chinese New Year.
