Lancôme inaugurates the Le Domaine de la Rose horticultural site, a living model of its commitment to biodiversity


PARIS, April 22, 2022 /PRNewswire/ — Lancome inaugurates The Domaine de la Rose, a unique site designed with a global agronomic and architectural approach. The sober and ecological domain created around the new Pink House, materializes the brand’s concrete commitments in favor of biodiversity through the respectful production of its raw materials. The public will be able to discover educational courses and the know-how of the House’s perfumery from 2023.

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At the heart of the Grasse region, Lancôme has set up The Domaine de la Rose, an ecological horticultural site of 4 hectares acquired in 2020. The project has developed around two main axes: the development of agricultural activity with the cultivation of roses and organic perfume plants, as well as the restoration of the house main using local, recycled and biosourced materials, and the preservation of the arboreal heritage. Lancôme thus becomes the owner, producer and protector of a complete agricultural and horticultural heritage, a first for a selective beauty brand. This ecological project, saving on resources and materials with sobriety and a contemporary approach, reflects the values ​​of the brand and draws on the essence of its origins as a perfume house.

The particularity of this area is the association of different agronomic know-how implemented to innovate and develop the cultivation of perfume plants according to sustainable, traceable and organic methods. Le Domain has been in operation for about five centuries and the previous owners are considered pioneers in the organic cultivation of roses and perfume plants for more than 50 years. The brand pursues this approach by using agroforestry methods and by protecting the unique agricultural and architectural heritage of the estate, such as the dry stone walls*, the water channels and the trees. No less than 163 plant species are present on the estate, providing habitat for 33 species of birds, 31 species of butterflies, 8 species of dragonflies, 12 species of bats and other animals observed and listed in a biodiversity report** that serves as a guide for branding efforts.

This ecological site is an integral part of Lancôme’s social and environmental responsibility strategy, which aims to reduce the overall ecological footprint of its products, from the cultivation and processing of ingredients to the use and end of life of the products. products. With the Domain of the Rose, the brand strives to limit its impact on biodiversity, because the decline of biodiversity is a phenomenon that affects the preservation of terrestrial ecosystems and their resilience in the face of physical changes. Today, Lancôme uses 99% organic roses in its skincare and make-up products. By 2025, the brand plans to use 100% organic roses, 60% of which will be grown in France.

The rose has always been important to Lancôme. We are happy and proud of this purchase, which strengthens our presence in Grasse, the world cradle of perfumery. The brand, already established in the region, in particular through 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 approach. 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 pass on 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,” Françoise Lehmann, General Manager of Lancôme International.

Lancôme’s clear desire to carry out this sober and sustainable project is as radical as its commitment. The project was executed by the architects Lucie Niney and Thibault Marca by the NeM agency, based on a passive bioclimatic design. The existing dry stone walls** have been retained and restored using the traditional method, and the new agricultural buildings are being constructed to match the look of these stone walls in order to blend into the natural landscape. While the new Pink House has been renovated respecting the size and architectural identity of the existing Provençal house, it takes on a contemporary appearance by using colors and materials faithful to the heritage and know-how of the Grasse region. As with the conversion of the main building, the materials used for the exterior cladding, the roofs and the joinery are all pink, limiting the color palette of the space to create a coherent whole. Pink is one of the local colors: it is naturally present in the flowers and plants of the region, and it often adorns the facades of Grasse houses, in addition to reflecting the image of the brand.

In the spirit of energy saving and ecological renovation seeking to reduce the environmental impact of its entire life cycle, the walls of the main house have been renovated and insulated from the outside with a combination of straw of lavender and wood fiber, coated with a pink lime plaster. The ecological site includes a water recovery and reuse system, as well as an irrigation system that uses rainwater, which aims to ensure water self-sufficiency and uses renewable energy. In addition, its air conditioning is provided by a geothermal heat pump supplemented by the natural ventilation of a geothermal exchanger. These facilities have enabled the project to obtain Gold BDM (Mediterranean Sustainable Building) certification.

the Domain of the Rose is also destined to become a place for the transmission of professional know-how related to perfume plants, and the know-how specific to Lancôme perfumery, as evidenced by the educational distillery and the perfume organ. Beginning in June 2022the general public will have the opportunity to discover perfumed compositions made from the new Rosa x centifolia grown in The Domaine de la Rose: the new perfume Life is Beautiful Domaine de la Rose and the perfume Maison Lancome 1001 Roses.

*Dry stone walls support the cultivated fields along the terraces, built to prevent landslides from the cultivated hillsides.

**A biodiversity inventory is carried out to feed the Grasse Biodiversity Atlas database and is an integral part of the objectives of the Grasse Ecological Transition Contract (CTE).

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