L'Oreal Group and the Louvre - De toutes beautes!
This collaboration transcends traditional museum experiences by integrating digital technology to engage a broader, younger audience. By examining the evolution of beauty standards through art, the initiative fosters discussions on diversity, inclusivity, and the societal implications of beauty across time.
The program provides an interactive experience where visitors can delve into beauty rituals, societal transformations, and idealized visions of beauty across different eras and cultures. Utilizing a dedicated web application, attendees can access audio explanations and narratives by scanning QR codes associated with 44 of the showcased artworks.
- Art enthusiasts: individuals interested in exploring Art through the lens of beauty and its historical context.
- Younger generations: the digital components, including the web application and upcoming web series, aim to attract Tech-savvy youth.
- General public: Visitors to the Louvre seeking enriched Cultural and educational experiences.
TARGET AUDIENCE
About the
Campaign -
This collaboration transcends traditional museum experiences by integrating digital technology to engage a broader, younger audience. By examining the evolution of beauty standards through art, the initiative fosters discussions on diversity, inclusivity, and the societal implications of beauty across time.
Core Theme of the Campaign -
1. Launch Date and Duration: "De toutes beautes!" was inaugurated on November 13, 2024, marking the start of a three-year partnership between L'Oreal Group and the Louvre Museum.
2. Exhibition Content: The program features 108 artworks, spanning 10,000 years, highlighting diverse beauty practices, rituals, and societal transformations.
3. Interactive Experience: Visitors can use a web application to access audio and written content by scanning QR codes, enhancing engagement with the artworks.
4. Educational Outreach: A six-episode web series is planned for early 2025, showcasing young visitors' interactions with the exhibition, aiming to broaden accessibility and appeal.
5. Themes Explored: The exhibition delves into beauty rituals, idealized forms of beauty, and societal changes reflected through art, prompting reflections on identity and cultural evolution.
6. Strategic Partnership: This collaboration underscores L'Oreal's commitment to cultural relevance and supports the Louvre's mission to attract diverse audiences, including younger demographics.
7. Digital Integration: The initiative exemplifies the fusion of art and technology, offering a modern approach to museum experiences and educational content.
8. Global Significance: By examining beauty across cultures and eras, the program fosters a global dialogue on the concept of beauty, encouraging visitors to reflect on its evolving nature.