L'Oréal Groupe partners with the Louvre Museum
The guided journey, “Of All Beauties”, explores over 10,000 years of art and history through a collection of 108 works with a focus on beauty gestures, rituals and practices; idealised visions of beauty and what this reveals about society.
There is also a complementary app that can be accessed via a QR code where visitors can hear more about featured works, such as Nefatiabet, whose beauty products were so precious that they accompanied her to the afterlife; the beauty ideals of Ancient Greece and the statue of Mercure Richelieu, or discover the 'Sleeping Hermaphrodite’ and explore the concept of gender.
L'Oréal said it hoped the partnership would “shine new perspectives on the diversity of beauty, by encouraging inclusion and tolerance across cultures, civilisations and eras.”
It said the program has designed to reach a new and younger generation and it will also create a web series in conjunction with the Louvre that will be broadcast at the beginning of 2025 to “allow people to discover some of the most iconic works from this curated collection through the eyes of a group of young visitors.”
L'Oréal Groupe CEO Nicolas Hieronimus explained that the company has formed this partnership because it has a “desire to make beauty accessible to all” and to “tell the story of beauty’s diverse and enduring role since the dawn of time.”
“The Louvre was the obvious choice for this partnership, given the richness and diversity of its collections and its ability to shed light on even the most contemporary of questions,” he shared.
President and Director of the Louvre Museum, Laurence des Cars, called the collaboration “a playful and accessible approach to the artworks” and said that the Louvre “affirms its role as a school of seeing, multiplying the paths of discovery to share its heritage ever more widely and generously.”
