L’Oréal creates beauty-inspired art tour at Louvre

L’Oréal Groupe has teamed up with The Louvre Museum on a guided beauty-centric tour within the museum's hallowed halls, which explores beauty practices, representations and roles through the ages.

Starting today, 13 November, all visitors to the Louvre will be invited to view 'Of All Beauties'. It is a journey that introduces visitors to over 10,000 years of art and history through a signposted collection of 108 selected works.

During the tour, guests will discovering beauty gestures, rituals and practices as well as the idealised visions of beauty and what this reveals about societies. What's the aim of the exhibition? To share the store of beauty from prehistory to the future.

This new program has been specifically designed to reach a new and younger generation. With this in mind, to immerse museum goers, there will be a speically designed app that'll offer written and audio materials to complement the museum’s existing signage. Some of the works will tell their own stories from a first person perspective. For example, Nefatiabet will talk about her beauty products that were were so precious that they accompanied her to the afterlife.

"This unique journey, born from a fruitful dialogue with the L'Oréal teams, invites visitors to experience the Louvre's collections in a new light. Together, we designed a journey that highlights the vast diversity of beauty across eras and cultures. Through this playful and accessible approach to the artworks, the Louvre affirms its role as a school of seeing, multiplying the paths of discovery to share its heritage ever more widely and generously," said Laurence des Cars, President and Director of the Louvre Museum.

"At the heart of our purpose, ‘to create the beauty that moves the world’, lies the desire to make beauty accessible to all, and tell the story of beauty’s diverse and enduring role since the dawn of time. This is what has driven us to explore new partnership opportunities and approaches. The Louvre was the obvious choice for this partnership, given the richness and diversity of its collections and its ability to shed light on even the most contemporary of questions," added Nicolas Hieronimus, CEO of L'Oréal Groupe.

This partnership between two French powerhouses - The Louvre and L'Oréal - helps to shine new perspectives on the diversity of beauty across cultures, civilisations and eras.