Lancôme's history is a somewhat different and more romantic than the beginnings of L'Oreal or Chanel. In 1935, while vacationing in the French countryside, Armand Petitjean happened upon a charming castle ruin- Le Chateau de Lancôme. He was inspired by the delicate, fragrant roses which grew among the weathered stones. The rose encapsulated the feminine beauty of a woman. M. Petitjean chose the rose as the symbol of his new company, Lancôme. He orchestrated Lancôme's first appearance with great skill. In 1935, he launched five new fragrances simultaneously, presenting them to the world at the June opening of the Universal Exhibition in Brussels.