Mutine, Tsarine, Coquette, Ruban... successful ranges abounded in the first decade of the new millennium. Lou entered the 21st century with a triumphant casting broadcast on TV: "Who is Lou?" The answer was to be found in the brand's customers through painting and sculptures exhibited across France in 2005. Proud of its expertise and daring creativity, Lou portrayed its personality in a film, directed by Olivier Dahan, called "Emportez-vous, Exaltez-Lou" which was broadcast across the Internet.