February 22 2023  |  Fragrances, Cosmetics, Skincare & Haircare

Valentino Beauty unveils latest launch in avant-première in Dubai

By Jane Hobson

Valentino Beauty has released Born in Roma Intense in an avant-première on January 15. The fragrance launch event is part of an exclusive partnership with Dubai Duty Free (DDF) and L’Oréal Travel Retail Europe. It features 10+ animation sites within Dubai International Airport, until March 15.

Digital experience

“Valentino Beauty introduces for the first time a dedicated digital campaign to offer an augmented O+O (offline + online) shopping experience in airports. Dubai International Airport’s travelers are invited to go to the pop-up, which has a dedicated platform showcasing its localization through a map. Blurring the lines between the digital and real worlds, the platform embarks shoppers on an ingredient discovery journey. From the bourbon vanilla top note to the base notes, they can learn more about Born in Roma's intense olfactory family,” reads the press release.


The retail design is a tribute to Valentino Creative Director Pierpaolo Piccioli’s "Cool, Color, Couture" mantra, the release says. It features the iconic Valentino pink and black satin, signature rock studs, and neon touches,

Customers are invited to try Born in Roma Intense. The fragrance is about “sparking a feeling of celebration with the energy of a grand night in the eternal city of Rome.”

The pop-up also features the complete range of Valentino’s Born in Roma franchise, its bestselling line that celebrates individuality, authenticity, and inclusivity.

REGION Gulf Africa

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