L'Oréal Supports The Exhibition "Kállos. The Ultimate Beauty” Dedicated To Beauty In Ancient Greece

A fascinating artistic and cultural vision of beauty

The vision of beauty in Ancient Greece holds a unique place: for its representations through art and literature, but also for its poetic and philosophical exploration of the concept. A richness that is at the heart of “Kállos. The Ultimate Beauty”, an exhibition created by Professor Nikolaos Chr. Stampolidis, Director of the Acropolis Museum, former Director of the Museum of Cycladic Art, and Dr Ioannis D. Fappas, Curator of Antiquities at the museum. The exhibition is held from September 29, 2021 to January 16, 2022 at the Museum of Cycladic Art, in Athens, with the support of L’Oréal. Discover a vision as multifaceted as it is contemporary.

Affiche Kallos

The desire for beauty is universal, it transcends time, but its definition and representations have constantly changed. In this reflection about beauty, Ancient Greece turns out to be one of the most captivating periods.

This is highlighted by the exhibition "Kállos. The Ultimate Beauty" of the Museum of Cycladic Art through more than 300 works of art from museums in Greece, Italy, and Vatican - most of which are presented for the first time out of their original museum - and extracts from ancient texts.
  

Kállos, a perfect example of beauty of body and soul

Representations of beauty through art like sculpture, myths, literature and philosophical thought are intertwined to create a unique definition of the "Ultimate Beauty". This beauty, which is that of body and soul, gives birth to the concept: Kállos.
   
This ideal, born in Ancient Greece, echoes the contemporary vision of both outside and inside beauty.

“The ancient Greek word Kallos means ‘beauty’ and is associated with both females and males. We wanted to complete the concept of beauty by also including elements from the philosophical beliefs of the ancient Greeks, elements of virtue, such as wisdom, heroism, self-denial, noble rivalry, and kindness. The Ancient Greeks believed that all these virtues were an integral part of beauty.”

Sandra Marinopoulou, President & CEO of the Museum of Cycladic Art

A first in the history of L’Oréal

A fascinating vision of beauty that L’Oréal celebrates. A physical beauty, in all its diversity, and an inner beauty, made up of values, commitment, creativity and self-expression.

This is the first time that L’Oréal has supported an exhibition exclusively dedicated to beauty in Ancient Greece. This is a source of great pride for the Group, that has not only sought to explore the concepts of beauty across different civilizations, but who has also participated in research, exhibitions, and books.

“Because it touches the very essence of humanity, I believe that beauty is indeed associated with timeless values. Those of harmony with oneself and the world, the freedom to be who you are, to express your personality in a unique way. Also, the confidence in who we want to be, and in our relationship with others. It is much more than looking good. Beauty is a powerful force that can move the world. Kállos is a perfect example of the idea of beauty inside and out, body and soul, that we can still see today. “Kallos, the Ultimate Beauty” marks a milestone in the history of beauty, and I am convinced that this fantastic exhibition will resonate in people’s hearts."

Jean-Paul Agon, Chairman of L’Oréal

An exploration of beauty and all its facets

The exhibition at the Museum of Cycladic Art highlights the originality of Kállos and illustrates its continuity over time. The exhibition’s visit is divided in two main parts. The first, “Kallopismos”, explores “Beautification” in Ancient Greece.

From bath to adornments to perfume, everyday objects and ancient texts revive the way the Greeks took care of their physical appearance.

 

The second, “Kállos” or “Beauty”, takes the visitor from the material universe to that of the mind, highlighting the concept of the “Ultimate Beauty”. It explores the different facets of this notion in Ancient Greece through vases, statues, objects, texts.

A philosophical and universal vision of beauty emerges. Beauty in all its richness and diversity.

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