Lancôme × Jacky Tsai — A Global Year of the Dragon Collaboration
10th Apr 2024 Global
For the Year of the Dragon in 2024, Lancôme invited Jacky Tsai to create an artistic world for its global Lunar New Year campaign. His Flower Dragon — the Lancôme Loong — travelled across artist-edition gift packaging, campaign imagery, moving image, retail displays and public installations, connecting the intimacy of a gift with the scale of an international celebration.
The dragon brings Chinese and French references into a single flowing composition. Lancôme’s rose and drifting petals meet bamboo, phoenix eyes and details of the Eiffel Tower: symbols of renewal, vitality and feminine strength. Its intricate silhouette rewards a closer look, allowing the artwork to reveal different details on a small gift box or a large illuminated display.
Art in the Gift
The gifting collection carried the Flower Dragon across a family of red-and-gold boxes, bags and festive envelopes. Different formats offered different encounters with the composition: a sweeping dragon on a presentation box, a close view of the flowers on a cylindrical sleeve, and flashes of gold against deep red. Together they gave Lancôme’s New Year gifting a recognisable artistic identity.
The artist-edition gifting collection for Lunar New Year 2024.
Advanced Génifique with its Flower Dragon presentation sleeve.The artwork extends to festive bags and envelopes.
The packaging translated the detail of Tsai’s drawing into a physical object. The production process used precise hot stamping to bring out the artwork’s intricate, shimmering elements, giving the image a tactile presence alongside the products it enclosed.
A closer look at the detailed artist-edition packaging.
A Global Campaign, from Screen to Street
The collaboration extended across Lancôme’s international campaign and travel-retail network. The same visual language appeared in product imagery, film, digital content and physical displays, making the Flower Dragon a recurring presence throughout the Lunar New Year season.
Campaign imagery brings the Flower Dragon together with Lancôme’s skincare collection.
The Flower Dragon translated into a festive retail display.Large-scale outdoor campaign imagery in China.
In London, Lancôme partnered with Avolta at Heathrow Terminal 2. A red-and-gold podium in the main World Duty Free store showcased the New Year collection, while column advertising and other airport media carried the campaign into travellers’ journeys. The gifting artwork appeared alongside Lancôme’s Advanced Génifique and Absolue products.
Lunar New Year display at World Duty Free, Heathrow Terminal 2. Image: The Moodie Davitt Report.
Beyond Packaging — Art in Public
The Flower Dragon also moved into public space. At Harbin Ice and Snow World, a luminous ice installation brought Tsai’s imagery together with the form of the Arc de Triomphe. In Hainan, the collaboration expanded into a month-long series of installations and digital experiences at The Cloudscape in Haikou and the Sky Ring Bridge in Haitang Bay.
Across these settings, one artwork connected a gift held in the hand, a screen encountered in transit and an installation experienced at architectural scale.
Artwork: Jacky Tsai Studio. Artistic collaboration curated by Somexing Art Agency. 360° campaign: Publicis Luxe. Packaging and campaign images: Lancôme / Somexing Art Agency.
