Translated as 'Of All Beauties', the name of the exhibition 'De Toutes Beautés' is a play on words between the expression "de toute beauté" which means of great beauty, and "toutes beautés" which means "all beauties" and refers to the diversity of beauty.
L'Oréal CEO expressed the desire "to make beauty accessible to all, and tell the story of beauty's diverse and enduring role since the dawn of time". The exhibition enables visitors to discover 10,000 years of art and history through 108 selected works which showcase the history of beauty.
The project aims to reach a new and younger generation and covers "beauty gestures, rituals and practices; the canons or idealised visions of beauty; and what questions about appearance and beauty reveal about societies and their transformations".
A web series should follow in 2025 to allow people to view some of the most iconic works from the collection.
As is the case with brand collaborations, partnerships between industry and art institutions are an effective way of bringing together two different audiences and reach consumers which may not have otherwise come together.
At Marks & Clerk, we have a team who are passionate about the beauty and cosmetics sector! If you have any questions about protecting your IP in this area, please get in touch with Julie Canet, Becca Davey or Inès Garlantezec.
The guided journey, "Of All Beauties", explores over 10,000 years of art and history through a collection of 108 works with a focus on beauty gestures, rituals and practices; idealised visions of beauty and what this reveals about society.
There is also a complementary app that can be accessed via a QR code where visitors can hear more about featured works, such as Nefatiabet, whose beauty products were so precious that they accompanied her to the afterlife; the beauty ideals of Ancient Greece and the statue of Mercure Richelieu, or discover the 'Sleeping Hermaphrodite' and explore the concept of gender.
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