Twelve months back, while introducing a fresh fragrance aptly named La Domaine de la Rose Extrait de Parfum, the renowned French perfume and cosmetics label Lancôme revealed its intentions to unveil the “biodiversity reserve” of Domaine de la Rose for public access by the year 2023.
The long-awaited moment has arrived: this July, the initial guests will have the opportunity to personally witness and immerse themselves in the breathtaking beauty of life at Domaine de la Rose, a pristine organic eco-garden nestled in the heart of French perfumery heritage. Lancôme’s esteemed representatives and chosen fashion journalists (indeed, some online articles have already emerged) are anticipated to be the estate’s premier visitors, with glamorous magazine photo features scheduled for publication in September 2023, when Domaine de la Rose will open its doors to all visitors.
In 2020, Lancôme purchased 4 hectares of historical land in Grasse, known for its five-century legacy of cultivating flowers and trees, intending to transform it into a captivating exhibition for the brand and its conservation endeavors.
Within this space, plantations of bitter orange, jasmine, tuberose, iris, lavender, May rose, and other aromatic flora will be carefully nurtured. The company is wholly devoted to safeguarding and maintaining these plants as an extraordinary natural heritage (boasting a grand total of 163 plant species on the premises). Furthermore, Lancôme is actively contributing to the preservation of Grasse’s perfumery tradition, a UNESCO-recognized Intangible Cultural Heritage of Humanity.
Prior to establishing Domaine de la Rose, Lancôme had already utilized an expanse of approximately 30 hectares in the southern region of France to cultivate the essential organic elements for its perfumes and cosmetics. Notably, on the Valensole plateau’s vast fields, the company cultivates the exceptional Perpetual Rose™, a variety that blooms not only in May but nearly year-round.
The rose serves as both the emblem of Grasse and Lancôme, and for more than five decades, May roses have been organically thriving within the domain of Domaine de la Rose, boasting a staggering collection of over 10,000 rose bushes.
Furthermore, at the Domaine de la Rose location, the production facilities underwent meticulous restoration and renovation, incorporating cutting-edge ecological principles.
Extensive tours and educational programs are in the works, offering insights into hundreds of natural perfume components and the traditional techniques employed in their creation. Additionally, visitors will learn about Lancôme’s perfume and cosmetic offerings, centered around the exquisite materials derived from the Grasse rose. We eagerly await the prospect of a Fragrantica writer’s visit to this enchanting corner of Grasse, revealing more about its wonders!
