October 15, 2025
L’Oréal Travel Retail and Valentino Beauty unveil Anatomy of Dreams collection with Dubai Duty Free
Featuring in DXB Terminals 1 and 3, this marks the haute perfumery line's debut in travel retail
L’Oréal Travel Retail and Valentino Beauty have unveiled the Anatomy of Dreams collection at Dubai Duty Free, in Terminals 1 and 3 of Dubai International Airport, marking the first launch of this haute perfumery line in travel retail.
Dubai Duty Free became the exclusive stage for this exceptional olfactory experience.
Inspired by the hedonistic spirit of Rome, Anatomy of Dreams is an haute perfumery collection that takes travelers on a sensory journey through an imagined Roman Palazzo. Each fragrance evokes a different room in the palazzo, where every door opens onto a feeling, a memory, and a unique scent story crafted by master perfumers.
A Complete Fragrance Universe
The Dubai Duty Free launch features eight fragrances in 100ml formats, including the original seven compositions from 2024 alongside the latest creation, Amour Sans Détour.
The collection showcases bold, unexpected blends that blur the line between memory and desire. Sogno in Rosso contrasts black pepper with milk foam accord in the Private Theater, while Notte D’oro pairs oud with almond accord in the Baroque Banquet Room. L’innocence de L’air balances rose with green tangerine in the Romantic Garden, and Private Talk combines tuberose with cappuccino accord on the Secret Stairs. The newest addition, Amour Sans Détour, captures the intimacy of the Boudoir with its violet and Italian leather accord.
Completing the collection are Club Couture, Punk Romantic, and Behind the Seen, each weaving together equally distinctive combinations. Every fragrance is housed in a sleek rectangular glass bottle topped with a studded cap – an unmistakable tribute to Valentino's iconic emblem.
Exclusive Fragrance Personalization
With Anatomy of Dreams, Valentino pushes the limits of fragrance personalization. Two concentrated 30ml enhancers—Bianco 1968 and Rockstud Noir—can be layered with any of the eight core fragrances, offering up to 16 possible combinations and allowing each wearer to create a truly personal scent signature. Beyond layering, the enhancers can also be used to refresh and extend a fragrance throughout the day.
Innovative Retail Experience
This L’Oréal Travel Retail activation in partnership with The Dubai Duty Free launch came to life through a trio of circular podiums installed across Dubai International Airport from July 31 to September 1, 2025.
At each podium, travelers were invited to step inside the universe of Anatomy of Dreams. The innovative retailtainment experience offered personalized services including calligraphy and fragrance engraving, making every purchase uniquely one’s own.
Dedicated consultation spaces allowed fragrance experts to guide travelers through the collection and demonstrate the art of layering with the enhancers. Interactive elements—including fragrance discovery stations, and comfortable seating areas—encouraged visitors to slow down and engage with the collection.
Meanwhile, a digital campaign highlighting an exclusive complimentary refillable travel spray, which customers received with any purchase of an Anatomy of Dreams product, combined with media activation drove traffic to these premium locations.
By bringing the artistry of haute perfumery to the dynamic travel retail environment, this Dubai Duty Free launch demonstrates L’Oréal Travel Retail’s commitment to providing travelers with access to the most luxurious beauty experiences.
