Founded in 1935 by Guillaume d\'Ornano and his business partner Armand Petitjean in France, as originally a fragrance house. The name \"Lanc?me\" was inspired by the forest of Lancosme that lies in the Indre valley in the heart of France in the region of Brenne [fr] - the name was chosen by Guillaume\'s wife Elisabeth d\'Ornano. The roses in the area inspired the company\'s symbol of the single golden rose.[2] Lanc?me launched its first five fragrances in 1935 at the World\'s Fair in Brussels: Tendre Nuit, Bocages, Conquete, Kypre and Tropiques. Petitjean entered into the luxury skincare market, launching Nutrix, his first \"all-purpose repair cream\" in 1936, followed by make-up, cosmetics, and skincare products. Lanc?me was acquired by L\'oreal in 1964, and quickly became part of its luxury products division. Products Lanc?me counter at DFS Galleria Customhouse in Auckland, New Zealand The company provides fragrances, skin care, and makeup. Their most famous products include their mascaras, namely \"Hypn?se\", their Visionnaire Range which contains a patented ingredient, \"LR 2412\", aimed to improve skin texture color qualities, especially in pore reduction, fine lines and uneven skin tone. Lanc?me fragrances are made in association with perfumers: Alain Astori, Annick Menardo, Daniela Roche-Andrier, Christian Biecher, Jacques Cavallier, Calice Becker, Pauline Zanoni, Maurice Roucel, Thierry Wasser, Christine Nagel, Armand Petitjean, Gerard Goupy, Olivier Cresp, Harry Fremont, Alberto Morillas, Dominique Ropion, Olivier Polge, Francis Kurkdjian, Robert Gonnon, Nathalie Lorson, Sophia Grojsman, and Alienor Massenet. Since 2014, the fragrance La Vie Est Belle is the best-selling fragrance in Lanc?me historic market, France. In 2021, the 24h long-lasting \" Lash idole mascara\" has become the bestselling product and received the expert\'s choice beauty award. [3] Advertising Despite founder Armand Petijean\'s assertion that Lanc?me never advertise, today Lanc?me is one of the top advertisers in the luxury beauty arena. Its ads can be seen in numerous publications worldwide, from Harper\'s Bazaar to French Vogue. Lanc?me\'s ads have been shot by the leading photographers, including Peter Lindbergh, Mario Testino, Mario Sorrenti, Nick Knight, Steven Meisel, Brigitte Lacombe, Patrick Demarchelier and Dusan Reljin. A 2011 publicity video was produced in Paris and featured Emma Watson, forgetting her hat in a Parisian book store and Cyril Descours, the shop assistant, returning it to her on the banks of the Seine later that evening.[4] In 2012 Lanc?me premiered a TV advertisement featuring 1930s cartoon icon Betty Boop.[5] Supermodel Daria Werbowy and Betty talk candidly as Betty gives Daria advice about how to find a role in her \"first big film\". This advertisement has been uploaded to YouTube by Sephora and has achieved more than 100000 views in 2018.[6] In 2017, Lanc?me Paris partnered with the software developer Perfect Corp. to introduce new mobile app experience allowing customers to try on makeup and make direct purchases through the app.[7]