At nearly 100 years old, Lancôme is introducing itself to Generation Z.
The high-end cosmetic brand, known for its trademarked pink rose, is touring the country, stopping at Ulta Beauty locations and college campuses. The tour is part of a rebranding campaign featuring Olivia Rodrigo as the new face of the brand.
When a giant purple bus pulled into the circle outside of the BLUU, it wasn’t TCU’s.
On February 25, Lancôme brand ambassadors and local employees handed out free samples of lip gloss, mascara and perfume at the Brown-Lupton University Union. The first 100 attendees received a pink Lancôme tote bag.
Lancôme partnered with Olivia Rodrigo, a Grammy-winning pop singer, to create this experience and bring French beauty to people across America. The tour bus has stopped at various ULTA locations and college campuses, including Arizona State University, Baylor University and University of Texas at Austin.
Over the past few decades, Lancôme’s customer base has aged, while brands such as Rihanna’s Fenty line and A-lister favorite Dior have caught the attention of younger consumers.
Lancôme aims to bring in younger customers through Olivia’s Tour Bus Experience.
Hundreds of students waited in line for an hour to receive samples, participate in photo opportunities and experience Olivia Rodrigo’s tour bus. One TCU student shared that her mother sent her information about the event and encouraged her to attend.
View this post on Instagram
Many students attended just because Rodrigo represents Lancôme. Fans wore her merchandise and sang her songs while waiting in line. Olivia’s name and presence introduced these students to the makeup brand, expanding the Lancôme demographic.
Lancôme and Olivia Rodrigo’s HQ planned this event with TCU’s Her Campus to get their luxury cosmetics, perfume and skin care products to a younger audience.
Her Campus, a club here at TCU that publishes articles by college women for college women, is a national organization with chapters all across the country. They work to uphold female empowerment through hosting writing workshops, empowerment events, and what TCU saw last week, collaborations.
“[Lancome] reached out to us helping to promote [the collaboration] and our organization,” said Kate Williams, the director of marketing for Her Campus at TCU.
Her Campus is the number one media platform for culture in the United States, providing Lancôme the opportunity to become a significant part of Gen Z’s culture.
Through the Tour Bus Experience, Lancôme shares its mission “to inspire everyone to shine from the inside out” with young girls in America.
