This article examines the use of ancient Greek imagery in contemporary beauty marketing, focusing on the 2023 collaboration between Lancôme and the Louvre which drew inspiration from classical sculptures – primarily Greek but also Roman, whose role in transmitting, adapting, and sometimes reshaping Greek aesthetics is crucial for understanding the modern classical ideal. By analyzing historical and modern marketing strategies, this study traces how Lancôme has consistently referenced classical art since its inception in 1935. The discussion explores how white marble statues became synonymous with beauty, despite evidence of their original polychrome. While the inclusion of diverse brand ambassadors suggests an attempt to modernize classical aesthetics, the campaign arguably reinscribes a Eurocentric beauty paradigm that remains indebted to 19th-century receptions of white marble sculptures as the aesthetic ideal. Finally, the study examines how statues like the Venus de Milo and The Winged Victory of Samothrace have been reinterpreted as symbols of empowerment, feminism, and inclusivity. Through a critical lens, it interrogates whether classical art in advertising serves as an inclusive tool or reinforces a selective, Western-centric aesthetic.
Vilma Losyte (Sat,) studied this question.