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Marionnaud Gets Arty in Advertising Message

The French perfumery chain linked up with the artist Chloé for a street installation.

PIXELATED BEAUTY: As part of its advertising message and push into digital, Marionnaud commissioned the artist known as Chloé to create an installation promoting beauty’s diversity.

The 40-by-20-foot image overlays scaffolding on Paris’ Rue Saint-Honoré, around the corner from a Marionnaud perfumery. The art piece takes the form of Marilyn Monroe’s face and is made to resemble a gigantic mosaic composed of small digital images of women of different ages, body types and ethnicities.

“There is not one way of being beautiful — there are many ways,” said the Paris-based artist.

The piece, which will remain up until the end of the month, is in keeping with Marionnaud’s One to One ad campaign, which focuses on the diversity of beauty, according to the perfumery chain’s commercial director Sandrine Williamson.

The installation is also in line with Marionnaud’s recently kicked off in-store service — Code Beauté — involving digital consultations that enable beauty consultants to recommend products and regimens based on a client’s lifestyle, skin type and preferences.

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