L’Oréal Travel Retail today unveiled ‘Born in Roma,’ the new men and women’s fragrances from Valentino Beauty.
The announcement was made during L’Oréal Travel Retail’s annual press conference at the TFWA World Exhibition, where Valentino Beauty Global President Garance Delaye highlighted the brand’s key values of ‘beauty, colour, and inclusivity.’
The fragrance launch is the first under the new global licensing partnership between L’Oréal and Maison Valentino. ‘Born in Roma’ was created in close collaboration with Maison Valentino Creative Director Pierpaolo Piccioli, who has redefined the maison’s couture business in recent years. According to the brand, the new fragrances were inspired by Piccioli’s Roman heritage and celebrate individuality, authenticity, and inclusivity.
The women’s fragrance, Born in Roma Donna, is a woody floral scent that was created by master perfumers Amandine Marie and Honorine Blanc. The scent is described as a “haute couture floriential” that offers Jasmine flower notes, mixed with Vanilla bourbon, and woody overdose base notes.
The men’s fragrance, Born in Roma Uomo, was created by master perfumers Antoine Maisondieu and Guillaume Flavigny. It offers accords of aromatic smoked vetiver mixed with mineral salt, ginger, and violet leaves absolute.
The new fragrances were designed with Pierpaolo Piccioli’s ‘Aristopunk’ concept in mind. The Aristopunks represent a generation that embraces diversity, individuality, and collaboration.
The Born in Roma bottles feature Valentino’s signature rock studs in pink for women, and black for men. This striking bottle design is accented with a matt black cap and a leather label with the ‘Valentino’ name embossed in a delicate baby pink hue.
The campaign stars Australian-Sudanese model Adut Akech and male model Anwar Hadid. According to the brand, both Akech and Hadid perfectly represent the inclusivity and authenticity that the Roma Campaign hopes to emulate.
The print campaign was conceptualised by Pierpaolo Piccioli and shot by fashion photography duo Inez and Vinoodh. It was set in the Villa Aldobrandini, a 17th century villa in the nearby Roman town of Frascati, and features Akech and Hadid in an embrace wearing Valentino Couture. Meanwhile, the campaign video was directed by avant-garde filmmaker Harmony Korine.
Piccioli’s ‘Aristopunk’ crew also includes models Estelle Chen, Matus Kolarovsky, Adèle Taska, Nancy Topko, model/tattoo artist Cris Calenda, poet/rapper TK Wonder, writer/moderator Cipriana Quann, and model/musician Sita Abelian – who all star in the campaign alongside Akech and Hadid.
In 2018, Maison Valentino generated €1.2 billion turnover. Under the new partnership with L’Oréal, it hopes to leverage its reputation in the luxury sector to create a stellar beauty offering under the rebranded umbrella of Valentino Beauty.
The brand’s strong message of inclusivity creates synergy with L’Oréal Travel Retail’s “beauty for all travellers” ethos. L’Oréal is confident that Valentino Beauty will soon be a key pillar in its powerhouse brand portfolio.
Here is a snapshot of Valentino Beauty Global President Garance Delaye’s speech this morning at the L’Oréal Travel Retail Press Conference. We will bring you full coverage of that speech and of the conference in a forthcoming edition of The Moodie Davitt eZine.
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