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Explore LUXURY IS DEAD. LONG LIVE LUXURY! | La Culture de l’Écart Saison 4 Trailer with 1,001,701 views, 9 likes, and 33 comments. Experience the impact of this video content that has captured audience attention.

“La Culture de l'Écart” has served as the core creative compass for decades at L’Oréal Luxe. A documentary film following the exploration of this principle is released every year, with a different focus, with the evolving luxury industry being the focus for this year. The visual metaphor in the documentary Luxury is Dead, Long Live Luxury by L’Oréal Luxe directly references the ancestral art of Kintsugi, in which one takes something broken and make it more valuable by filling the cracks with gold. The vase serves only as a visual metaphor for the reinvention of the global luxury industry, bridging traditional craftsmanship with contemporary transformation. Discover what is next for luxury: in an era where the exclusive is one click away and the authentic isn’t real enough, luxury is facing a crisis. In the new season of “La Culture de l'Écart", L'Oréal Luxe reflects into how the industry must transform. With luxury experts Priya Rao (The Business of Fashion) and Carlota Rodben (Beyond Luxury), the film investigates how luxury must transform across four fundamental driving forces Perceived Value, Unexpected Experiences, Cultural Plurality, and Radical Creativity. After exploring foundational craft, savoir-faire, and the pursuit of the extraordinary in earlier chapters, this season broadens the scope into an active observatory of global cultural signals. So… Is Luxury Dead? LUXURY IS DEAD. LONG LIVE LUXURY! Key Highlights & Insights: • Perceived Value & Scientific Proof: Armani/Privé and Lancôme replace marketing claims with tangible proof, from Alberto Morillas's master craftsmanship in Dubai to clinical skin longevity data presented at the AAD. • Unexpected Experiences & World-Building: An exploration of brand world-building beyond simple products. Highlighting Refik Anadol’s multisensory AI art at Dataland, Aesop's community oriented women’s libraries in China, and Valentino Beauty’s throwback newstalgia from New York in Studio 54 to London with a nostalgic House Party. • Cultural Plurality & Local Pride: The narrative challenges the cultural monopoly ideology through authentic local pride, spotlighting Yue-Sai’s Chinese biotech lab, Sonam Kapoor’s local ambassadorship with Lancôme in India, and Takami's journey to the American market from Tokyo to New York. • Radical Creativity & Refusing Consensus: Visionary houses reject passing trends to embrace personal conviction, from the behind the scenes of Mugler's latest secret project to Jacquemus's incoming beauty adventure. Video Timestamps: 00:00 - Is Luxury Dead? 01:59 - Chapter 1: Perceived Value 06:26 - Chapter 2: Unexpected Experiences 14:41 - Chapter 3: Cultural Plurality 21:26 - Chapter 4: Radical Creativity 25:46 – Conclusion by Cyril Chapuy, L'Oréal Luxe President 🔗 Useful Links & Resources: • Discover how L'Oréal Luxe shapes the future of luxury beauty: https://www.loreal.com/en/luxe-division/ ► Follow us for more on : ● LinkedIn https://www.linkedin.com/company/1662 ● Instagram https://www.instagram.com/lorealgroupe/ ● TikTok https://www.tiktok.com/@lorealgroupe #LOreal #LOrealLuxe #LaCultureDeLEcart

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