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Named Domaine de la Rose by Lancôme, the subsidiary of the L’Oréal group has once again acquired an estate in Grasse, consisting of more than four hectares. Already well established on this estate with six hectares of crops, this initiative by the luxury brand further confirms its presence in the region, the national capital of perfume.
The city of Grasse is recognized throughout France as one of the largest growers of flowers for perfumery, and particularly with the major luxury brands. Chanel has been investing its production and cultivation there for years, in order to maintain this high quality local production and preserve this unique know-how. The city has also been classified as a UNESCO Intangible Heritage of Humanity site for its perfume-related know-how.
For its part, Lancôme, a subsidiary of the L’Oréal group, has become one of the world leaders in the luxury beauty sector, and aims to perpetuate and protect this know-how in the cultivation of perfume plants. “The rose has always been dear to the Lancôme house. We are very honored and proud of this acquisition, which strengthens our presence in Grasse, the world cradle of perfumery. This estate has been cultivated for about 5 centuries and the family that formerly owned the estate is among the pioneers of organic cultivation of perfume plants in Grasse. Thanks to this exceptional estate, Lancôme becomes the owner and producer of organic roses that will be dedicated to perfume creation,” said Françoise Lehmann, Lancôme International Managing Director.
The city of Grasse, which is home to the excellence of these productions, aims to be part of a sustainable and organic cultivation of its Ecocert certified land, by cultivating a diversity of rose species and perfume flowers: “The brand, which is already established in the region, notably through the operation of a rose garden in Valensole, will continue to grow proprietary flowers as part of its responsible traceability approach. Lancôme is also keen, in a logic of transmission, to share the traditional know-how of the Rose to internal and external audiences through this acquisition” she added.
The Domaine de la Rose by Lancôme is made up of four hectares of fields where organic agriculture, centuries-old restanques and a distillery are cultivated.
Lancôme already farms various fields, including the Valensole plateau, where five hectares of roses are cultivated, belonging exclusively to the luxury brand, and the Centifolia rose, both intended for the brand’s skin care ranges.
In another area, there are also crops of Centifolia roses, jasmine and lavender, all three used in the French brand’s perfumes.
Lancôme thus owns a total of three ten-hectare estates, benefiting from a unique geographical location that is perfect for the different productions found there, where the privileged climate gives life to flowers with exceptional qualities.
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Featured photo: © Lancôme[/vc_column_text][/vc_column][/vc_row]
