De toutes beautés!
L’Oréal Groupe and the Louvre
An unprecedented partnership to celebrate beauty through the ages
We are proud to announce the exceptional partnership between L'Oréal Group, the world leader in beauty, and the Louvre Museum, the world's largest museum.
Art and beauty speak to our humanity in its infinite diversity. The museum is the place where this grand narrative in images can be read from one work to another, the place where the gaze is formed and opens to all forms of beauty. Beyond the transmission of knowledge, the Louvre and L'Oréal share the conviction that art history can contribute to illuminating the present, opening our eyes to ourselves and to others..
Starting November 13th, a unique mediation experience awaits museum visitors with the "De toutes beautés!" tour. This visit itinerary, punctuated by 108 works of art spanning over 10,000 years of history, allows visitors to understand and decipher beauty, its practices, its representations, and its role across ages and cultures.
These three major themes punctuate an original and unprecedented visit designed by the Louvre with the assistance of the L'Oréal Group's Art, Culture & Heritage Department. The objective is to share with the widest possible audience knowledge about beauty in all eras, from prehistory to the future. It implements written and audio mediation, complementing the museum's scientific labels, through a web application delivering new content for a lively and immersive experience: the works and objects speak for themselves in the first person. Thanks to this application, accessible via a QR code, visitors will, for example, enter into the intimacy of Nefertiabet, whose beauty products are so precious that they accompany her into the afterlife, into the questions of Mercury Richelieu - the embodiment of Greek perfection - questioning the notion of canon, or into a new discovery of The Sleeping Hermaphrodite, questioning gender boundaries.
The application also offers visitors the opportunity to extend this exploration by remaining accessible outside the museum's galleries.
"The Louvre is a place where we learn about the diversity of beauty, the history of the world, a true school of seeing. The dialogue with the expertise of the L'Oréal teams on beauty allows us to reach out to our visitors through a new narrative."
Laurence des Cars, President-Director of the Louvre Museum
"There is in our purpose, in the idea of creating the beauty that moves the world, this desire to democratize and narrate beauty, its plurality, its role since humanity has existed."
Nicolas Hieronimus, CEO of L'Oréal Groupe
This unique partnership aims to promote inclusion and tolerance by celebrating the diversity of beauty across cultures and eras. It is particularly aimed at a new generation of visitors. A web series, co-produced by the Louvre and L'Oréal Group, will complement the tour at the beginning of 2025, offering a decoding of emblematic works through the eyes of young visitors.
The collaboration between L'Oréal Group and the Louvre marks a significant step in our commitment to making beauty accessible to everyone, in an inclusive, personal, and sustainable way.
