Lancôme
ABSOLUE LONGEVITY
Lancôme’s Absolue Soft Cream thrived in China as a status symbol but was valued more for its beauty than its efficacy. To lead in longevity science, it needed a shift from decor to a ‘crown jewel of technology’ showcasing its breakthrough results.
Lancôme’s Absolue Soft Cream thrived in China as a status symbol but was valued more for its beauty than its efficacy. To lead in longevity science, it needed a shift from decor to a ‘crown jewel of technology’ showcasing its breakthrough results.
Lancôme’s Absolue Soft Cream thrived in China as a status symbol but was valued more for its beauty than its efficacy. To lead in longevity science, it needed a shift from decor to a ‘crown jewel of technology’ showcasing its breakthrough results.
Lancôme’s Absolue Soft Cream thrived in China as a status symbol but was valued more for its beauty than its efficacy. To lead in longevity science, it needed a shift from decor to a ‘crown jewel of technology’ showcasing its breakthrough results.
Lancôme’s Absolue Soft Cream thrived in China as a status symbol but was valued more for its beauty than its efficacy. To lead in longevity science, it needed a shift from decor to a ‘crown jewel of technology’ showcasing its breakthrough results.
Agency I AKQA
Creative Director I Felipe Sona
Copywritter I Izabela Lerner
Artistic Director I Barbara Carret
I worked on the concept, design and led production through to delivery
Lancôme Absolue Longevity Cream revolutionizes skincare by preventing aging with Absolue PDRN™, its pioneering rose DNA extract. At AKQA Paris we envisioned this breakthrough as a "Golden Renaissance," crafting a liquid gold universe with stretched lines for extended youth and a limitless horizon for skin longevity. The 360° campaign embodies rebirth, science, and artistic awakening.
The first DNA extraction from a rose, with trillions of rose DNA fragments in every jar. This powerful ingredient extends youth by targeting cells at their core and multiplying mitochondria, the cellular powerhouses responsible for 90% of cellular energy. The result: +80% cell longevity metabolism* and +415% collagen type 3*.
