Lancôme has brought its skin longevity strategy to life in Madrid with Skin Science Club, an immersive, pop up experience at Calle Alcalá 44 where beauty tech, diagnostics and design come together to make skincare feel as scientific as it is sensorial.
Skin Science Club In Madrid
Skin Science Club is open to the public from May 14–17, running from 11:00/11:30 a.m. to 8:30 p.m. inside the Edificio Zurich at Calle Alcalá 44, in the heart of Madrid. The space is described as Lancôme’s first “proactive and personalized” approach to skincare for longevity, designed to help visitors understand and address the visible biological age of their skin, not just its surface concerns.
Positioned as more than a classic beauty pop up, Skin Science Club is framed as a skin science lab made experiential, where the full journey runs from diagnostic to recommendation to product discovery, anchored around the Absolue Longevity MD franchise and other key ranges.
Inside The Experience Beauty Tech And Diagnostics
Visitors move through a series of zones that blend science, technology and indulgence.
- A Beauty Tech Zone offers personalised skin diagnostics, using devices to analyse skin condition and estimate its visible biological age, then recommending routines tailored to hydration, repair, protection or correction needs.
- A Cell Bioprint Zone showcases Lancôme’s latest technology for assessing skin health; the experience is priced at 39 euros, refundable against purchases made at the on site pop up store.
- Additional areas highlight lines such as Hydra Zen for deep hydration and calming, and Absolue Longevity MD for longevity focused care, with sensorial testing and guided routines.
Throughout the space, guests can try textures, learn about actives and, with purchase, receive samples and exclusive gifts such as toiletry bags or mobile mirror accessories.
Longevity MD And The Circle Of Longevity
Skin Science Club also hosted “The Circle of Longevity MD”, an exclusive event that brought together medical and skincare experts to discuss longevity science and the future of skin health. Within this context, Lancôme presents Absolue Longevity MD as a three tiered intervention model:
- ANTICIPATE – routines aimed at younger skin, focused on preventing first signs of ageing.
- INTERCEPT – targeted for stages where cellular ageing accelerates, helping slow visible changes.
- RESET – designed to restore vitality, elasticity and density in more mature skin.
By embedding this framework inside a public facing space, Lancôme uses Skin Science Club to translate quite technical concepts into accessible, personalised journeys for visitors.
Pelonio’s Role Behind The Scenes
The Madrid activation is backed by PELONIO, a Madrid based creative production and PR consultancy that specialises in fashion, beauty and cultural projects. For Skin Science Club, Pelonio handled:
- Set design, in collaboration with studios ABC MAD Estudio and equipo.exe, shaping the physical environment and visual identity of the pop up.
- Creative production, coordinating build, staging and on site experience elements.
- Media relations, PR call and content creation, ensuring the space was amplified across press, influencers and social channels.
Their work positions Skin Science Club not just as a brand space, but as a polished cultural event that fits seamlessly into Madrid’s design and beauty calendar.
Skin Longevity As A Brand Platform
With Skin Science Club, Lancôme extends a concept it has already explored in Paris and other markets, where earlier editions transformed flagship locations into “futuristic temples” of skincare innovation. The Madrid chapter applies that same logic to longevity: turning a scientific, long term idea into something concrete, interactive and shareable over just four days.
For consumers, the format offers free entry with booking, access to advanced diagnostics and expert advice, and a chance to see how Lancôme’s latest launches plug into a broader longevity narrative. For the brand, it creates a high touch, data informed environment where education, experience and retail come together, reinforcing Lancôme’s positioning at the intersection of science and luxury skincare.
