In September, Valentino Beauty, the color, cool, couture brand landed in Travel Retail Europe Middle East,Africa India, and it revealed its two “Born in Roma” fragrances for women and men, an ode to self-celebration.

The two fragrances have been or are being showcased in a number of airports, such as Rome, London, Istanbul and Dubai, on pop-up stands featuring the brand’s noticeable, eye-catching colors, and very premium codes that echo haute couture.

The Valentino’s logo stands out in huge letters on the pop-up stores attracting the attention of all the passengers walking by.

Valentino Beauty celebrates Roma, as it exists in the mind, the city where elegance has always intertwined with modernity,

Born in Roma for women is a haute couture floriental made of three Jasmine flowers selected among the best varieties in the world, blended with Vanilla Bourbon, twisted with a cool facet made of Pink Pepper and a Woody overdose, which makes this new scent a very modern feminine fragrance.

Born in Roma for men  is an aromatic woody vetiver reignited in the mineral coolness of salt. Born in a blend violet leaves absolute and smoked vetiver. Classic until the minerality infuses, the spice of ginger, the mineral salt, the radiance of a modern woody note.

For Valentino, Beauty is an open playground where everyday is a self-celebration.

The print campaign featuring Adut Akech and Anwar Adid, conceived by Pierpaolo Piccioli, with the art Direction of BETC Luxe, was shot by the talented duet Inez and Vinoodh who managed to capture the mystery and romanticism of our couple that can’t just be just defined by a love story.

The film directed by Harmony Korine is shown on the screens displayed on various pop-up stands,

Valentino Beauty will be rolled out to more airports in the coming weeks. 

Christine Schott Ledes
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