PARIS — Lancôme will inaugurate its natural rose area in Grasse, France, on May 24, which is being run utilizing ecological horticulture strategies and protects biodiversity.
The L’Oréal-owned model acquired the 9.8-acre web site, referred to as the Domaine de la Rose, in 2020. The property additionally grows different fragrant crops in organically farmed fields and contains historical terraces.
“When I visited the area two-and-a half years in the past, I used to be instantly seduced,” Françoise Lehmann, Lancôme world model president, instructed WWD. “We determined to utterly renovate it, respectful of the surroundings. The terraces have been renovated, there’s a complete water-recovery system [for rain water], which due to this fact makes it doable to intention for water self-sufficiency, which in the mean time is essential on the Côte d’Azur.”
The web site has been fully eco-designed to be in sync with Lancôme’s wide-ranging sustainability commitments.
There, the model is creating a sanctuary for biodiversity to safeguard the land’s heritage and assets springing from nature. At least 163 plant species are rising on this land, and the area is house to 33 fowl species, 31 butterfly species, eight dragonfly species and 12 bat species.
Lancôme’s rose area.
Courtesy of Lancôme
“The main vocation of this property is to make Lancôme a rose producer,” mentioned Lehmann, who referred to as Grasse the “cradle of world perfumery.” She defined it’s additionally essential to protect the know-how of fragrance crops’ conventional manufacturing strategies.
Lancôme has been sowing native plant species and fragrance flowers utilizing sustainable, traceable natural strategies. The area’s prior homeowners have been thought of pioneers in natural rose and fragrance plant cultivation, and Lancôme follows their method.
To assist defend the land, agroforestry strategies have been applied, and for the prevailing structure on it, dry-stone partitions have been conserved and restored with conventional methods.
NeM company architects Lucie Niney and Thibault Marca have been signed on to remodel the principle current constructing, referred to as the Rose House. That was renovated in the spirit of a standard Provence-style house however with trendy twists, comparable to geometric silhouettes.
The home’s pink partitions — nodding to the colour of a rose and a typical hue used on buildings in the area — have been insulated with a mix of lavender straw harvested on the property and wooden fiber, which was then coated with lime plaster. That and different options comparable to air-conditioning supplied by a geothermal warmth pump have helped the venture be granted the Sustainable Mediterranean Building gold certification.
The area can also be meant to be a spot the place the model’s savoir-faire associated to fragrance crops is transmitted. The location, which has been farmed for about 500 years, will typically be open to most of the people beginning in 2023 so individuals can study Lancôme’s biodiversity efforts, particularly these rose-related, throughout occasions and coaching classes. The home boasts an academic distillery and a fragrance organ.
Lancôme is utilizing crops from this land in its fragrances. Starting in June, individuals can expertise the area’s new Rosa x centifolia flower in the limited-edition perfume La Vie Est Belle Domaine de la Rose, in addition to in the scent Maison Lancôme 1001 Roses.
The web site nestles in the guts of Lancôme’s company social accountability and environmental technique. Already, the model makes use of 99 p.c natural roses in its skincare and make-up. Among its objectives is to make use of one hundred pc natural roses, of which 60 p.c shall be grown in France, by 2025.
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