Lancôme La Vie est Belle Parfum has just turned 10
In 2012, Lancôme declared, “Life is beautiful.” Four words charged with meaning. Speaking across eras, across horizons, from the four corners of the globe, the beauty of this French expression has never needed translation. Its message can be felt, without being understood, in the joyful melody of its four syllables: La Vie est Belle.
By its simple joy, the name chosen by Lancôme has resonated with millions of women worldwide.
Today, “Life is beautiful” resonates with hope. To find Happiness in a world ever more in need of it. To celebrate the courage of those advocating for a time where all can say: “Life is beautiful.” Happiness is collective rather than individual, defined by generosity and unity. With this hope of togetherness, Lancôme enters a new decade of La Vie est Belle.
A decade is just the beginning for La Vie est Belle because its message is eternal.
With notes of Iris spring flowers, intoxicating patchouli, delicious spun sugar, and sensual, warm vanilla, this complex and modern fragrance evokes joyous femininity and has garnered over 6,000 five-star reviews.
Refillable and recomposed with more renewable ingredients: La Vie est Belle symbolizes Lancôme’s sustainable luxury approach.
Expressing Lancôme’s action for future Happiness, the House unveils a new, eco-designed, refillable version.*
Reducing the environmental footprint of La Vie est Belle as much as possible without changing the sensory experience that has made it such a success: this is the challenge that the Lancôme Perfumes and Packaging teams have taken up. Emblematic of this ambitious approach, meticulous and innovative work on the perfume’s raw materials has enabled them to favor sustainably sourced ingredients. For example, the Patchouli essential to the La Vie est Belle fragrance comes from a sustainable source in Bali. As for the alcohol of plant origin, it comes from France. Right down to the heart of its formula, La Vie est Belle aligns with the brand’s commitments by acting to better respect biodiversity and the environment.
Lancôme’s efforts have also focused on the bottle, which the company has managed to reduce the weight of glass by 13% without changing its iconic look. One million bottles, or 223 tons of glass, will be saved each year. A similar effort to reduce the environmental footprint of outer packaging will save 15 tons of cardboard per year. The famous “crystal smile” can be recycled and refilled. This simple and obvious gesture, involving La Vie est Belle fans in a concrete and daily way, will save 50% of glass, 46% of cardboard, 46% of plastic, and 66% of metal**.
Finally, the bottle’s cap and “wings” are also transformed. Made of more luxurious and durable materials, they radiate a more intense luminosity than ever.
*The refill bottle will be available in South Africa in 2023.
**Savings on a 50ml refillable bottle associated with a 100ml refill VS 3 non-refillable 50ml bottles.
https://www.youtube.com/watch?v=LNG48QVO_-8
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For La Vie est Belle’s 10th anniversary, French film director François Rousselet has created the first film in the saga to be shot exclusively in Paris. Resolutely contemporary, his vision is of Happiness rooted in the here and now, warding off the uncertainty and upheavals of our times.
Julia Roberts sets off with two friends on a boat to an unknown destination. Dancing among guests at a party, the good vibe is collective; the message is symbolic – the path itself matters more than the destination. Happiness is not a situation; it is a state of mind, a choice in every moment. Radiating with the joy of togetherness, Julia Roberts is guided by this belief.
Greeting the light of dawn with that smile, she expresses a message of optimism: after darkness always comes the light. A symbol of hope, the illuminated Eiffel Tower watches over this woman moving towards tomorrow with the confidence of wisdom: it is up to her only to make her life beautiful. And it is up to each woman to take hold of her Happiness without further delay. All you need to do is take it.
https://www.youtube.com/watch?v=HHhf7301I-0
Lancôme La Vie est Belle is available at select Edgars, Woolworths, Foschini, Truworths stores, and Superbalist.