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LVMH opens 56 Maisons to public in latest heritage push

Fendi will be opening its Rome HQ, Palazzo della Civiltà Italiana, to the public
Fendi will be opening its Rome HQ, Palazzo della Civiltà Italiana, to the public

For three days in October, LVMH will be opening 56 of its Maisons to the public as part of the fourth iteration of Les Journées Particulières.

The program, which will span across four continents and 14 countries, aims to showcase the expertise and creativity of its many artisans, as well as reinforce the cultural heritage of the houses under the luxury group. In order to showcase their unique identities, Houses will host events such as workshops, tours and designer and artisan meet-and-greets.

“Les Journées Particulières was designed to embody our Houses’ hospitality and energy, and echoes the vital role that the act of transmitting plays for the LVMH Group: our aim is to share our diverse heritage, extensive savoir-faire and concrete innovations,” says Antoine Arnault, CEO of Berluti, chairman of Loro Piana and founder of Les Journées Particulières. “This unmatched event has stepped up to the mark; each edition involves a growing number of Houses, talents and visitors, making this 4th edition a global celebration of the world of art, and craftmanship.”

From October 12-14, visitors will be able to partake in distinctive experiences across venues in countries such as Germany, the US, Argentina, New Zealand and Australia. By visiting a microsite, participants will be able to choose from a selection of 77 venues, many of which have never been open to public before. This includes all categories across the LVMH portfolio, from fashion and beauty to wine and luggage.

Brands participating for the very first time include Benefit Cosmetics in San Francisco, Les Tanneries Roux in Romans-sur-Isère, Rimowa in Cologne and the T Fondaco Dei Tedeschi by DFS in Venice. Moreover, brands that have participated in previous editions will be offering new experiences, such as the chance to visit the Louis Vuitton prototype workshop in Paris and an exclusive tour of La Colle Noire, which was Christian Dior’s last residence, in Montaroux, in the south of France.

LVMH 'Les Journées Particulières'
LVMH ‘Les Journées Particulières’

The program is heavily supported by a digital campaign that will help promote the luxury group’s desire to share its history and artistry with a wider audience. An interactive campaign will be launching ahead of the open days in September, and will include “Confidences Particulières”, a series of podcast episodes introducing the creative talents behind the Houses.

“Every day at LVMH, our Houses’ talents make a difference as they embody the core values behind the Group’s success: excellence, entrepreneurship, creativity and innovation. “ says Bernard Arnault, chairman and CEO of LVMH. “The Journées Particulières is a unique event which showcases our artisans’ passion for creativity and their trades, and where the general public is able to meet the Houses’ talents. The event is an invitation to discover exceptional venues and carefully-preserved savoir-faire.”

Future visitors can pre-register on the aforementioned microsite from September 24-30. Registered users will be given priority access for themselves and up to three guests.

For this iteration of Les Journées Particulières, the addition of more Houses is an indication that luxury labels are increasingly more willing to open up their traditionally guarded gates. As luxury – and aspirational – consumers demand a story behind the brands and goods they consume, the industry is beginning to develop new tools and services that cater to that exact need.

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Benefit Cosmetics teams with neuroscientist for eyebrow analysis tool

Benefit Cosmetics' Brow Translator
Benefit Cosmetics’ Brow Translator

Benefit Cosmetics has launched a “Brow Translator”, which reads and analyses user’s emotion via their eyebrows.

Using a combination of facial recognition analysis and machine learning, the microsite reveals what our brows are really saying about our innermost feelings. Users merely upload or take a photo of themselves, and the site does the rest of the work. The result is a video, GIF or still image relaying the emotion represented and a speech bubble referring to it – it that can then be both downloaded and shared across social media using the hashtag #benefitbrows.

The initiative is a partnership between Benefit and Dr Javid Sadr, a professor of neuroscience at Canada’s University of Lethbridge. His research into the role of eyebrows in face recognition (conducted at M.I.T), shows how important they are at decoding emotions.

“Eyebrows can communicate the full spectrum of emotions from aggression to fear to joy,” he explains. His team separated the face into three compartments: upper, middle and lower. They then studied the six universally recognised emotions: happiness, sadness, anger, fear, disgust and surprise. They realised the upper compartment of the face, which contains the eyebrows, was found to play a key role in each.

“Even the smallest micro movements in the brows can change what emotion is being communicated,” Jocelyn McCanles, associate creative director at Deeplocal, the agency that worked on the project, told the LA Times. “Happiness is a relaxed brow that is slightly heightened. If someone is angry, the distance between the brows is narrowed. If they are sad, this can be conveyed by one eyebrow being slightly arched and the other one coming down slightly. There are all these different configurations, and it does matter how your brows are naturally. If your brows are naturally arched or close together, you can look like you have a particular emotion even though your brows are at rest.”

Benefit now has over 2,100 BrowBars in 41 countries, with an ambition for this campaign to help scale the size of the market for brow products.

Prior to its launch, Benefit was also showcasing the technology out in the real world via an augmented reality campaign. Consumers were invited to try on Benefit-branded Microsoft Hololens headsets to analyse their companion’s brows in real-time, as per the video below.