Following the launch of new websites for its Luxe departments, L’Oréal Luxe set up a new call centre for online customers for the brands Urban Decay, Kiehl’s, Lancôme, Saint Laurent, Armani and Biotherm.
A female voice hums a soothing, almost maternal melody. She places the listener in soft and familiar surroundings. The sense of quiet is enhanced by layers of keyboard built around the harmonisation of a Tibetan bowl, and by the rhythmic section, loosely inspired by Lou Reed’s Sunday Morning. A discreet vocal reference to Jane Birkin further brings to the fore the profound yet light sense of elegance promoted by L’Oréal Luxe.