LOS ANGELES, Mar 25, 2006/ FW/ --- ELancôme does not need any introduction. Since 1935, when Armand Petitjean founded the company with five great fragrances, it was an instant success.

A pioneer of skincare, the company introduced Nutrix in 1936, which has the same nourishing and regenerating formula today. Seventy years later, Lancôme continues to be a trailblazer for new and exciting products for skincare, cosmetics and perfumes.

Opening their fourth freestanding location in the U.S., Lancôme chose Manhattan’s Upper West Side to introduce its innovative retailing approach designed to meet the individual beauty needs of all women.

The boutique features an exclusive Lancôme Skin Diagnose Expert, Brow-Expert Design Station, signature scent glass wall and full-service spa. Clients can experience the brand's color and fragrance offerings, receive a thorough skincare evaluation, or indulge in a relaxing spa service -- all under one roof.

On its opening day yesterday, traffic literally stopped, thanks to 10 beautiful New York men, donning traditional French berets, who lured neighborhood residents into the new boutique with dashing smiles, pink roses and deluxe samples of Lancôme’s hottest products.

"We are committed to giving our clients the most modern shopping experience around," says Dalia Chammas, Senior Vice President and General Manager, Lancôme in a statement.

"The new boutique in New York City allows us to express our passion for beauty and luxury through impeccable service, in-depth skincare and cutting-edge makeup artistry in a completely new environment," she added.

Designed by the Lancôme International Design team based in Paris, the new boutique is a work of art that captures the true essence of the Lancôme brand.

Chic touches are found throughout the space, including sexy, transparent plexiglass counters, walls with mother-of-pearl sheen and Lancome's signature rose cleverly placed on furniture and fabrics. The use of modern materials like resin, stainless steel and lacquer make the space both fashion forward and functional.

Using vignettes to distinguish the different sensory experiences of Lancome, the boutique allows guests to embark on a journey of discovery through different facets of the brand. Skincare, Make-up and Fragrances were all given unique settings for clients to experience everything that Lancôme has to offer.

Created in partnership with Lancôme’s consulting dermatologist, Dr. Tina Alster, the spa is a relaxing space that offers professional skincare services, including facials, glycolic peels, self-tanning applications and micro-dermabrasion performed by trained aestheticians.

Two tranquil treatment rooms, with mood-altering lighting, customized relaxation music and heated floors, are nestled in a private area of the boutique.

Between services, experience Le The Lancôme, an energizing tea blend of Jasmine, Bergamot, Vanilla and Red Fruits developed exclusively for Lancôme by Mariage Freres, Paris.

The Upper West Side boutique is Lancome's fourth freestanding location. The other three locations include Short Hills Mall in Short Hills, New Jersey, Valley Fair Mall in San Jose, California and Dallas North Park in Dallas, Texas.

For more information, please log on:
www.lancome.com