THE EXCELLENCE OF A PERFUMIST HOUSE
The birth of a brand, the beginning of an eternal story of true love between Lancôme and women. Armand Petitjean orchestrated the appearance of Lancôme with great skill. In June 1935 he launched his first five fragrances simultaneously, presenting them to the world at the opening of the Universal Exhibition in Brussels.
Surprising perfumes for those times, bottles adorned with gold, orchids, green forests and marine rope mouldings; they were a snub to the geometric and ascetic Art Deco of the moment. This fivefold launch was carefully calculated. In fact, it managed to encapsulate a universe of multiple cultures in each fragrance.
The result of this presentation turned into a milestone for Lancôme's image, the five fragrances won a medal at the Brussels exhibition, showing Petitjean's ambition clear.
