“Few fragrances have left their mark on the history of perfumery quite like Trésor, a fragrance that has reached mythical heights; a scent that has accompanied the unfolding of women’s fates and lives, standing the test of time with enduring modernity.
Its secret? Above and beyond its inimitable, instantly identifiable composition, Trésor is a fragrance that simply speaks the truth. All it takes is a brief burst of its unforgettable melody to instantly conjure a tale of absolute accomplishment, of universal and sincere fulfilment defined by loving gazes, joyous love and infinite grace. A tale of happy femininity – all the happier since it is true to itself, unfettered and uncompromising, refusing to follow fashion.
Eternally in dialogue with women, Trésor adapts to the natural evolution of their desires. When it comes to today’s love, 1+1=3… She has it all, he has it all. Together, they transcend it all. Thus, 23 years after its creation, Trésor re-emerges with a surprising reinvention – and rediscovers the hidden depths of its true identity. The Eau de Parfum we have always known stands alongside the more recent Absolu de Parfum and today’s new arrival, the Eau de Parfum Lumineuse, to complete and perfect each other mutually, expressing every single facet of the rose as seen by Lancôme. This triad of elixirs express ultimate love and radiantly confident, intense and fulfilled femininity, embodied by the Trésor woman: Penélope Cruz. Appearing in sublime form through the ingenious, magical lens of Rob Marshall – the unrivalled prince of silver screen glamour – the actress is set to write a brand new chapter in Trésor’s tale, a long-standing story that somehow remains as fresh as a spring rosebud.
This is the tale of femininity by Lancôme: a brand that passionately expresses all the most beautiful moments of a woman’s life with each new fragrant note. Today, we celebrate these moments once again through three variations of Trésor, acting like an olfactory map towards love. With sheer joy.”
Youcef S. Nabi,
Lancôme Président
A DECLARATION OF ABSOLUTE LOVE BY LANCOME
The fragrance of precious moments, Trésor also represents flourishing emotions. Vibrantly in tune with its time, it supports women in their celebration of love – an enduring yet constantly adapting vision of love.
Because today’s women see love in a new way. It has taken on subtle new colours directly linked to women’s new place in society, to both their status and their power.
Radiant in their accomplished independence, 21st century women are on top of the world. They fulfil their ambitions for themselves and, above all, on their own. Defined by bold and self-assured sensuality, today’s new heroines in love no longer aspire to love as a kind of fusion symbolising fulfilment, in which their individuality is effaced. Of course, they still enjoy the odd flight of fancy, but is simply no longer enough.
These queens of triumphant femininity are no longer waiting for prince charming, their “other half,” to then dilute their individuality within the couple, fulfilling themselves through the couple. Instead, they seek an alter ego, just as strong as they are, accomplished in his own right, on his own. A king.
Because only the most worthy of men could justify their surrender, their acceptance to let go and live a transcendent love story.
1+1=3… this is the equation for today’s new love, (because it truly is an absolute, head-over-heels kind of love), where both sides have equal weight and retain their strong individuality, yet form a third being in fusion with the other.
The Trésor woman has chosen her path: a passionate journey of blossoming emotions with an equally accomplished man who loves her for who she genuinely is. The type of destiny one is only too happy not to miss. Because she fully embraces her womanhood and he is a paragon of masculinity. Because their paths crossed and they recognised each other instinctively: it was clear at first sight that an exceptional life of love lay ahead. Their fates are bound through an exquisite kind of alchemy. More than bound, they are inextricably tied and ready to “inhabit” a legendary love story worthy of their characters. They are fascinated by their stories. The qualities of one complete the other. Their differences bring them all the closer. She has it all, he has it all. Together, they transcend it all. They have reached the summit. This absolute relationship: their Trésor.
LOVING VARIATIONS ON THE ROSE
THREE TALES OF PRECIOUS MOMENTS
Created in 1990 by Sophia Grojsman, the Trésor lineage now includes three variations of contrasting luminosity, each an expression of absolute love, celebrating every facet of the rose.
Trésor Eau de Parfum, the iconic emotion of a sensuous carnal rose, interlaced with peach and leather
The legendary olfactory signature originally composed by Sophia Grojsman celebrates an invitation to embrace. Rounded like a bouquet, its accord showcases the incomparable Rose Otto with its honeyed and spiced tones, interwoven with two sensuous facets. One is soft like a caress, offering delicacy and intimacy through velvety accents of peach, delicately dusted with heliotrope. The other is more sensually animal, featuring a leather tone, mouth-wateringly swathed in an accord of amber, musk, vanilla and sandalwood.
A true masterpiece of perfumery, unequalled in its charm. A mesmerizing, voluptuous aura, like a second skin.
Trésor Eau de Parfum Lumineuse, the new and sweet freshness of a spicy rose illuminated by a violet praline
Delicately sculpted, Eau de Parfum Lumineuse by Dominique Ropion is the latest expression of Trésor. A fragrance reinventing an emblematic accord in perfumery: the rose-violet accord. Suffused with luminosity, this modern reinterpretation symbolises the fresh, impertinent imprint of a sugar-sweet kiss.
A true paragon of grace, it revisits the composition of Trésor with new-found light and radiance.
The essence of Rosa Damascena petals fuses with the violet note, with all of its brilliant red fruit and powder accents. This seductively mouth-watering association is transcended by a crisp, incisive blackcurrant accord, for an effect that instantly draws you closer. These delightfully impetuous notes are freshened by a distinguished and energising violet leaf absolute. Lastly, vanilla absolute takes the stage, joined in a voluptuous embrace by soft musks and a warmly wooded Cashmeran note, fusing into a mesmerising memory of sun-kissed skin. A hint of praline ensures the sheer addictiveness of this exquisitely appealing, luminous signature.
Trésor Absolu de Parfum: an incandescent rose suffused with amber
The flamboyant aura of Trésor embodies the zeal of absolute love.
Potent and heady, this sumptuous composition’s floral and amber facets are accentuated. The noblest of Trésor’s raw materials are overdosed to be exalted for an even more thrilling effect. Rosa Damascena essence is more concentrated than ever. Rosa Centifolia, one of perfumery’s most coveted roses, reigns alongside it. Nicknamed Rose de Mai, it is meticulously grown in a plot of rose gardens exclusively dedicated to Lancôme. In this composition, it is splendidly embellished by a host of other luxurious and voluptuous ingredients – Jasmine absolute, Patchouli essence, and a caress of Benzoin, all set over a velvety Vanilla absolute, with its leathery, spiced and wooded tones. The potency of this balmy composition tinged with amber and vanilla offers Trésor an enigmatic kind of sensuality that is deep and captivating.
TRÉSOR: IT TAKES TWO TO WRITE AN EXTRAORDINARY TALE…
Trésor boasts a distinguished heritage. Forever captured in a corner of every woman’s memory, Trésor is one of those olfactory gems that stimulates pure emotion every time it is recalled. This idea of sharing and passing down through the generations has formed a key part of its very creation by Master Perfume-makers. A shared and enhanced savoir-faire, with which Lancôme pays homage to this key Haute Parfumerie tradition….
23 years ago, Sophia Grojsman – the woman known as the rose alchemist – invented Trésor.
She would later ally her talents with those of Dominique Ropion, the Flower Virtuoso, to celebrate the mythical elixir in an Absolu de Parfum version. Today, the legendary succession continues with this final version, Eau de Parfum Lumineuse. An opportunity to reinvent a perfumery legend: the rose-violet accord.
“To create Trésor, I began by intuitively capturing part of myself. This then developed into contrasting effects of light and shade, as though expressing my hidden desires… Then the fragrance itself began to evolve. I drew inspiration from the kind of confidently feminine woman who always leaves her mark… Trésor is an Eau de Parfum composed of noble raw materials. They reveal a remarkably rounded olfactory signature, as if extending an invitation to embrace… It is this transparent structure that makes Trésor unforgettable. It reveals sheer femininity from start to finish.”
Sophia Grojsman
“For the new Eau de Parfum Lumineuse, I wanted to create an even more radiant olfactory expression of the Trésor woman.
To create an irresistibly “gourmand” effect, we have swathed the original version’s violet note in delectable praline, perfected by a hint of fresh and juicy violet leaf absolute.
The floral note of heliotrope has been accentuated to bring out its solar facet, while emphasising the composition’s sheer luminosity.
Lastly, I wanted to enrich the base notes with contemporary wooded tones – cashmeran and ambroxan – which provide just the kind of dazzling vibrancy that I had imagined for this new fragrance.”
Dominique Ropion
A CRYSTALLINE JEWEL AS RESPLENDENT AS LOVE ITSELF
Instantly recognisable and deeply emblematic, the legendary Trésor bottle has transformed over the years, yet it has maintained its unique identity. Its new silhouette marks a return to the source: seen in pared-down form, it expresses the very essence of Trésor, drawing inspiration from luxury glass-making and high-end jewellery. Less but better.
From the very first glance, it dazzles like a diamond. Its chiselled pyramidal form features many facets that capture and reflect light, perfectly echoing its similarly faceted square cap, accentuated by a ring of black lacquer. A vision of perfection that conceals the true technical feat behind its own creation, ensuring the ideal distribution of glass between its four shoulders and its generous drop-shaped chamber.
Today, this object of desire is seen in two luminous new versions: the Absolu de Parfum arbours a black lacquered bottle more refined than ever, while the Eau Lumineuse flaunts an intensely delicate pink that attracts light for a scintillating effect on its crystalline walls.
It is whispered that Trésor’s inimitably alluring bottle was inspired by the inkwell of Colette, ready to convey all the force of fiery love letters. The truly initiated sense a beating heart in its form. Others still see it as a nod to Paris and the pyramid of the Louvre... But, like every true treasure, its secret is intact... As is the mystery behind its black ring, symbolising the certainty of an eternal union, sealing a different kind of love: exceptional, absolute. A life’s great love, celebrated by its diamond cap, a gem evoking eternal commitments.
Through this consummately balanced form, its bottle combines all of the emblematic signifiers of ideal love. Trésor becomes the agent of every quest, and the receptacle of every passion. A crystal treasure for the most legendary of love fragrances.
Exclusively for Lancôme, Rob Marshall, heir to the lineage of Hollywood glamour grand masters, creates his very first fragrance film, the dazzling tale of two fascinating beings whose love transcends fate.
Penélope Cruz – the absolute embodiment of the Trésor woman – is thus reunited with one of her favourite directors, a man capable of drawing out and revealing the most beautiful facets of her emotions. Sunny and resplendent, for Trésor she is every woman in one: a woman in love, invincible, unforgettable.
PENÉLOPE CRUZ, EMOTION INCARNATE
After beginning her film career in her native Spain - a country she has come to represent in the eyes of the world - Penélope Cruz was quickly snapped up by Hollywood and transformed into a red carpet regular. She is, without a doubt, one of the world’s most universally loved actresses. The reason? A phenomenally rare talent to embody each and every face of femininity, through perfectly pitched and touching performances.
Back in 1992, Bigas Luna was the first to identify the then 18 year-old’s sensuality. Her on-screen presence in “Jamón Jamón” owes a lot to her training as a dancer, her unique aura and her sanguine temperament - she simply lights up the screen. From then onwards, the role offers flooded in. But a career is not built on talent or luck alone. You have to make the right decisions: being an actress is about being chosen, but also about knowing how to choose. And Penélope Cruz has a discerning eye. In 1997, she appeared in Alejandro Amenabar’s “Open your eyes”, sublime as Eduardo Noriega’s troubled and mysterious object of desire. She was equally captivating through the lens of Iberian film-making maestro Pedro Almodóvar in “Live Flesh”. Playing a young woman giving birth on a bus, she only appears on screen for some ten minutes – but those ten minutes would change her life forever.
In Penélope Cruz, Almodóvar had found the perfect embodiment of his spicy, colourful, sensual and subversive vision of film. He would prove this two years later, offering his new muse the role of a lovable nun in “All about my mother” - an instant classic. Acclaimed at Cannes, this sublime homage to women enjoyed global success. Penélope Cruz was then courted by anglo-saxon film-makers: she shone in Stephen Frears’ “Hi-Lo Country”, before appearing in John Madden’s “Captain Corelli’s Mandolin,” in which Nicolas Cage and Christian Bale compete for her favours. She co-headlined with Johnny Depp in “Blow” and with Matt Damon in “All the pretty horses.” In an unusual move, she took on her own original role in the American remake of “Open your eyes” - “Vanilla Sky” opposite Tom Cruise. Hollywood fell head over heels for the actress, but she refused to be lured by its charms. She returned regularly to film in her home country (“Volavérunt”, “Don’t tempt me”…) as well as taking on other European styles with Italian director Sergio Castellitto’s “Don’t Move,” in which she embodies a couple with him as fiery as it is tragic.
One foot on her home continent, the other across the Atlantic. Her head in the clouds, her heart always faithful. Offered a rough diamond of a role in genius Almodóvar’s new film, “Volver,” Penélope Cruz would appear more moving and seductive than ever, garnering an award shared with her female co-stars at Cannes and an Oscar nomination for best actress in a leading role. Woody Allen would then amplify her presence in “Vicky Christina Barcelona,” playing opposite Scarlett Johansson and Javier Bardem - her real life partner - to embody the fiery spice of Spain with a capital S. She was acclaimed by audiences and the film industry alike, and was rewarded with the Oscar for best supporting actress; another highlight in her golden career which is forever blossoming to greater heights. Next, she would appear on the steps of Cannes for another film directed by her constant pygmalion Almodóvar, “Broken Embraces” - a fascinating journey to the heart of an obsessional love story consumed by fatalism, jealousy and betrayal - before taking on a musical comedy in “Nine,” her first collaboration with Rob Marshall and a further Oscar nomination for best supporting actress. More bewitching than ever, she plays the mistress of a film-maker played by Daniel Day-Lewis alongside an exceptional cast: Nicole Kidman, Marion Cotillard, Kate Hudson… and Sophia Loren, whose distinguished charm she shares.
In May 2011, she would once again climb the steps of Cannes with the fourth edition of “Pirates of the Caribbean”, playing a head-spinning pirate’s daughter who gets Jack Sparrow hot under the collar. Faithful to her cinema ‘family,’ she went on to work with the three film-makers who, thanks to her, would write some of the finest chapters of their love affair with the silver screen. In more magnetically sensual form than ever, she seduced Woody Allen’s lens in “To Rome with love.” She would then appear alongside Antonio Banderas in Pedro Almodóvar’s delectable“I’m so excited.” Lastly, Sergio Castellitto captured her as a single mother who travels to Sarajevo with her son, following the footprints of an old flame that she had met during the war with “Into the world.” Many other directors have longed to have this radiant actress grace their sets for the first time. Ridley Scott called upon her for his choral thriller, “The counselor,” alongside Michael Fassbender, Brad Pitt, Cameron Diaz and Javier Bardem.
Transcending all borders, Penélope Cruz inhabits a single continent: that of film. And on that continent, whether she speaks Spanish, English, French or Italian, every register seems to come naturally - from light-hearted entertainment to tragedy. She imbues her every character with a serene strength, an unaffected kind of joy where any gaze, movement or posture is illuminated by her smile, captivating an awe-struck audience fascinated by her flamboyant femininity infused with happiness.
ROB MARSHALL, PRINCE OF HOLLYWOOD
The man who loved actresses. This twist on the name of a François Truffaut film seems to define director Rob Marshall, a man who loves to bring actresses together, direct their performances and transform them into pure magic like no other. On film sets of course, but also on stage – before his foray into cinema, he shone in the world of musical theatre.
Rob Marshall began his career on the Pittsburgh theatre scene, before quickly moving to the high church of the musical – Broadway. There, in 1992, he would create his very first choreography with “Kiss of the Spider Woman.” Since then, he has ceaselessly expressed his talent, garnering multiple Tony Awards nominations. In 1998, he reached a new high with the acclaimed revival of a major genre classic: “Cabaret.” The dazzling production offered star Natasha Richardson the most outstanding backdrop imaginable. Quite logically, Rob Marshall was keen to express his considerable talents elsewhere. In 1999, he would create a small-screen adaptation of another classic, “Annie,” before moving onto the silver screen with “Chicago,” a musical he knew by heart, having directed the Los Angeles stage production.
Though something of an experiment, the film emerged as a masterstroke. Restoring the concept of classicism to its former glory, Rob Marshall created a true gem of musical film vibrant with zest and swing. His encyclopaedic knowledge of the genre is used to marvellous effect. But “Chicago” is more than just a stylistic exercise. With this film, Rob Marshall revealed a quality that would come to be his hallmark: intense direction that ingeniously brings out the very best of the delighted actors performing for his lens. Renée Zellweger as a platinum blonde upstart, Catherine Zeta-Jones as a murderous leading lady and Richard Gere as an unscrupulous lawyer are simply incandescent in a production that shrewdly blends theatre and film… without ever looking like filmed theatre. The result was a global smash among audiences and industry professionals alike, honoured with three Golden Globes and six Oscars, including best film.
Rob Marshall relishes grand shows, but he also has the curiosity to explore other realms. In 2006, he adapted Arthur Golden’s novel “Memoires of a Geisha,” a unique tale set in the 1930’s Japan. It tells the story of a little girl from humble beginnings who endures a painful initiation to become a legendary geisha haunted by an impossible love. Revealing another gem of an actress, Zhang Ziyi, this new work’s elegant sensuality was showered with further awards: 6 Oscar nominations and 3 wins.
It was not long before musicals came knocking at his door again. In 2008, he took on a daring challenge: bringing “Nine” to the silver screen. A magical homage-in-song to Fellini’s classic “8 ½”, it tells the story of Guido Contini, a director venerated by critics and adored by audiences, cursed with a single weak spot - beautiful women. He finds himself torn between his sublime wife, his fiery mistress and an alluring journalist, all the while utterly captivated by the star of his next film. Rob Marshall gathered together one of the most impressive casts in the history of cinema: Daniel Day-Lewis, Nicole Kidman, Marion Cotillard, Sophia Loren, Kate Hudson and indeed Penélope Cruz, under his direction for the first time. He led this glittering ensemble on a fascinating visual journey somewhere between fantasy and reality, where drama, film and music are united as one. The film would garner multiple nominations at the Golden Globes and Oscars.
In 2011, he again surprised audiences with the fourth instalment of the flagship Hollywood franchise “Pirates of the Caribbean,” entitled “Pirates of the Caribbean: on stranger tides.” Once again, his gift for the spectacular is used to marvellous effect. Shown hors compétition at the Cannes Festival, the film breathed new life into a somewhat waning saga. Alongside Johnny Depp, he transforms Penélope Cruz into an intrepid pirate, daughter of Blackbeard and one of Jack Sparrow’s first romances. Over a billion dollars at the box office and a host of delighted audiences celebrated this mammoth success story.
Over the course of just four feature-length films, Rob Marshall has demonstrated the full depth of his desires and ambitions, his ability to move from one style to the next - seemingly effortlessly and most successfully - and his vision of film: a celebration for the people, full of love and generosity. His inspiration appears to be limitless, and everything he touches seems to turn to gold. He has received more awards than any other director of his generation, his work having garnered 23 Oscar nominations, 19 BAFTAs and 15 Golden Globes. This outstanding director of actors, but also this phenomenal creator of astounding visual glamour was the perfect choice for Lancôme to showcase Trésor in a film exuding his immense talent. It features the woman he has filmed in sublime form more than any other, Penélope Cruz, face of the fragrance since 2010. In a dizzying mirror of reality she plays an actress. A radiant woman every bit as fascinating as the woman who plays her, deeply in love with a man endowed with magnetism on a par with her own. Flamboyant and moving in equal measure.
BEHIND THE SCENES OF A BREATHTAKING FILM
New York, March 2013. A woman is in front of her mirror. An actress is preparing to perform. The film set she is about to electrify with her sovereign grace resembles many others. Minus one detail: this is the backdrop of an imaginary film. Embedded narratives. For Trésor, the actress Penélope Cruz plays an actress – not one actress but every actress. She movingly embodies their very quintessence in a captivating rendering of these women whose legends eclipse even the vast screens forever imprinted with their light. The inspired creator of sublime moments and outstanding image-maker, Rob Marshall, is also there, composing each and every element to create his perfect scene – one of those dream machines guaranteed to leave viewers dazzled and delighted by a few seconds of pure beauty. A love story between two unique beings mysteriously and intensely united by love, eternally close despite life’s attempts to separate them.
The set is in darkness…
Light!
Their hands release, their bodies separate and each goes their own way, to showcase their talent and charisma to apparently opposed worlds.
SHE is a superstar actress, an archetype of glamour whose dazzling silhouette is haloed by the film set’s spotlights.
HE is a boxer at the peak of his powers, psyching himself up in his shadowy dressing room for a make-or-break fight, one destined to catapult him into the limelight.
Between them exists a captivatingly fluid harmony.
SHE appears on set wearing a black organza cape, her face hidden behind rose petals. Scene follows scene. End of shoot. SHE leaves the set, startlingly beautiful and mysterious.
In the ring, he puts up a supreme fight. HE is victorious, lifting a triumphant fist to celebrate his win.
Unworldly in her black dress with a jade-embroidered bustier, SHE drives the photographers wild at a soirée held in her honour.
Magnetic with restrained strength, HE channels tense elegance in a black smoking jacket as HE arrives to showers of applause in celebration of his victory.
Apart yet united, HE thinks he sees her in reflected in a glass pyramid, while SHE glimpses him reflected on a Swarovski crystal chandelier…
Then everything speeds up. SHE steps into a lift and watches the floors speed past… He does the same. As the doors open, HE passionately moves forwards…
Fade to black.
Each adorned with a black ring, their two hands once again grow close, touch and interlace.
This soft interlocking of the fingers sends a frisson of emotion throughout their bodies. They embrace and smile into each other’s eyes in a moment of ardent, intense, transcendent love. They have reached the summit. And this absolute love is their Trésor.
Over the course of a three-day shoot, amidst a 200-strong team including around a hundred extras, Rob Marshall uses all of his directorial and choreographic mastery to showcase this intense duo. He directs his actors through both speech and gesture, defining each and every movement down to the nearest millimetre, yet – paradoxically – leaving them all the freedom to fully embrace emotion. He has gathered a cinematic dream-team around him. John De Luca, his indispensable creative partner who worked on the shoots for “Chicago,” “Nine,” and “Memoires of a Geisha.” Dion Beebe, a true genius of image, the Oscar-winning photography director of “Chicago,” whose work on the lighting of Michael Mann’s “Collateral” or the more recent “Gangster squad” is simply unforgettable. From Brooklyn to Long Island, working both in-studio and outdoors, Dion Beebe has designed a sublime setting for our two heroes, magnifying them like true Hollywood legends. His beautiful lighting also sublimely complements the outstanding work of artistic director Happy Massee, whose talent was revealed to the world in James Gray’s “Two lovers,” and once again with the same director in the much-anticipated “Low life.”
Captured within this flamboyantly innovative universe, Penélope Cruz gracefully evolves through each passing moment, haloed in an aura of absolute plenitude. She is the sheer embodiment of all glamour’s most intensely enchanting facets. She plays a woman who loves every bit as much as she is loved in return. A woman who is vibrantly alive and who raises the pulse of all who cross her path. She stands upon the film set, seemingly inaccessible and yet so warm. All eyes converge on her in this exclusive preview showing. Divine in a spectacular dress created for her by Giambattista Valli, she strolls among the crowd exuding an almost otherworldly charm. Before finally nestling into the embrace of the boxer played by Ilay Kurelovic – a would-be Brando – whose on-screen debut is defined by remarkable naturalness and acting talent.
Here, more than ever, Rob Marshall emerges as a true director of women: a master in the art of revealing their sublime beauty. As the applause tails off, we can but dream that his ongoing collaboration with Penélope Cruz will soon continue. Perhaps tomorrow, perhaps the day after... In the US, Europe or anywhere else, they are sure to meet again. And they will always preserve the memory of this magical three-day interlude. Three days to write the latest chapter in a story every bit as intense as it is intimate: the unshakeable bond between Penélope Cruz and Trésor, between Trésor and Lancôme, between Lancôme and women, and between women and love.
