Lancôme cuts the ribbon for a biodiverse rose garden

THE WHAT? Lancôme, owned by L’Oréal, has inaugurated Le Domaine de la Rose, an ecological horticultural site. Covering 9.8 acres, the site is designed to grow roses and fragrance plants for the brand using sustainable, traceable and organic methods.

THE DETAILS The prestige beauty brand has also restored the main house using local, recycled and bio-based materials and is intended to become an education center. From June 2022, Le Domaine de la Rose will be open to the public; visitors will be able to discover olfactory compositions made from the new Rosa x centifolia grown at the Domaine de la Rose: the new perfume La Vie Est Belle Domaine de la Rose and the Maison Lancôme 1001 Roses fragrance.

THE WHY ? Not only is the site an integral part of Lancôme’s social and societal responsibility strategy, but it also secures the supply of one of its key ingredients in this era of shortage. Françoise Lehmann, General Manager of Lancôme International, added: “We are happy and proud of this acquisition, which strengthens our presence in Grasse, the world cradle of perfumery. The brand, already established in the region, in particular thanks to the noted operation of a rose garden in Valensole for its skincare ranges, will continue to grow its own proprietary roses as part of its responsible and traceable supply process. Our aspiration was to restore the estate while respecting its agricultural vocation and the balance of biodiversity, while integrating modern and sustainable renovation techniques. Anxious to transmit its know-how, Lancôme also intends to share the traditional know-how of the rose with internal and external audiences through the acquisition of this property.

Donovan B. Sanford