Growing roses with respect for nature and the environment, restoring an estate, preserving the tree heritage and transferring know-how to the general public: these are the main objectives of Lancôme with the Domaine de la Rose. Located in Grasse, in the perfume capital, it was acquired in 2020 by the L’Oréal group brand. Today Lancôme unveils its projects with this 4-hectare site.
“Lancôme wants to contribute to the preservation and protection of this know-how essential to the world of fragrance: the cultivation of perfume plants in Grasse, thus continuing the development of a variety of roses and other flowers. perfume, in the context of organic and sustainable agriculture”we can read on the website of the house.
This initiative is part of Lancôme’s CSR program called “Working together for a happier future”reminds of the luxury diary† The roses and other plants necessary for the manufacture of perfume will be grown in organic farming, under the ECOCERT certification. “This commitment creates a culture that respects the protection of the climate and the environment, the maintenance of soil fertility, the conservation of biodiversity, respect for natural cycles and animal welfare, without the use of chemical, synthetic or GMO products ”specifies the brand.
A site that will soon open to the public
The aim is also to conserve biodiversity, as continues to be reported by the luxury diary : the Domaine de la Rose site thus contains 163 plant species, in addition to insects and precious animals such as birds, dragonflies and butterflies.
In addition to the cultivation of plants, Lancôme has also focused on promoting the “Rose House”. Certified Mediterranean sustainable building, this house has been renovated to make it passive thanks in particular to lavender straw and wood fiber insulation.
The site will be open to the public from June. A way for the beauty brand to meet its customers and make them aware of climate issues.