Chanel is hosting an immersive botanical exhibit at Paris’ Natural History Museum’s Mineralogy Gallery called “La beauté se cultive” to highlight certain sustainable ingredients used in its skincare products.
The exhibit will pay homage to the brand’s open-sky labs around the world, where Chanel grows and studies plants that are considered for use in its skincare formulas.
According to WWD, in 2002, Chanel opened one of its open-sky labs in Madagascar to study Vanilla Plantifolia. In 2010, Chanel opened another lab in the southern French Alps to house medicinal plant sources that had been overlooked since the second half of the 20th century.
The two-day exhibit, open from March 28-29, will focus on rare plants from its botanical collection and take place next to the Jardin des Plantes, a 400-year-old botanical garden in France created by Louis XIII as the royal garden of medicinal plants.
Chanel’s horticultural exhibit follows a string of experiential events from the brand, ultimately an effort to remain relevant in an increasingly competitive digital environment and enhance personalization through human interaction.
In January 2019, the beauty giant opened its beauty concept store The Atelier Beauté Chanel in Soho in New York City, where consumers can take beauty lessons, explore skin regimens with experts and try their favorite perfume at the store’s scent garden.
In December 2019, Chanel hosted an experiential ski lodge inside The Standard High Line in New York inspired by its No.5 fragrance campaign. Open free to the public, “Chanel No.5 in the Snow” was full of Instagrammable moments including an ice skating area and augmented reality-enabled snow globe filter.
Chanel’s parent company LVMH posted its fourth quarter earnings, showing a 12 percent rise in revenue and eight percent organic growth in the first nine months of 2019.