US. L’Oréal Travel Retail has partnered exclusively with DFS Group to open the first Valentino Beauty makeup stores in Americas travel retail.
The flagship boutiques are located at John F. Kennedy International Airport (JFK) Terminal 4, and San Francisco International Airport (SFO) Concourse G. The openings follow the strong Americas travel retail roll-out for Valentino Beauty in 2021.
Valentino Beauty makeup was the subject of a dedicated Moodie Davitt Spotlight Series eZine in September 2021.
The Valentino Beauty makeup stores in JFK and SFO are designed like ‘Roman palaces’, blending a Pink Terrazzo and Red Daydream colour palette. Pink Terrazzo is the colour of Maison Valentino’s fashion boutiques, while Red Daydream is the colour of the Valentino Beauty makeup cases, designed by Creative Director Pierpaolo Piccioli.
Both the JFK and SFO stores feature striking makeup and fragrance backwalls inspired by the house’s ‘Cool, Colour, Couture’ design codes. Neon lights add further drama to the retail spaces, which blend Roman architecture elements with industrial design touches. The boutiques represent a merging of heritage and couture with the new contemporary and colourful spirit of the brand.
“We are pleased to partner with Valentino and L’Oréal Travel Retail Americas on the introduction of these exclusive Valentino Beauty flagship stores in our key SFO and JFK airport locations,” commented DFS Group Senior Vice President Beauty Amael Blain. “As the world’s leading luxury travel retailer, DFS is delighted to bring our travelling customers the latest in luxury beauty and retailtainment wherever they visit.”
The Rosso Valentino lipstick line, which offers a wide array of refillable lipsticks, is one of the hero ranges featured on the backwall. The Very Valentino Foundation range is another product highlight. The ultra-lightweight foundation has been equipped with Roma Light Complex technology to adapt colours to a wide range of skin tones.
The Go Clutch (2-in-1) powder and lipstick case is another notable product highlight. It comprises a mini Rosso Valentino lipstick accompanied with either a press powder foundation or bronzer, enabling users to touch up their makeup on-the-go. The boutiques also offer signature Valentino fragrances, Born in Roma and Voce Viva, launched in 2019 and 2020, respectively.
The JFK Terminal 4 flagship features Voce Viva’s signature voice print experience. Shoppers can record their voices on their mobiles by scanning a QR Code and share their unique voice prints on social media.
“We launched Valentino Beauty last year in Travel Retail Americas with a powerful statement in fragrances thanks to the launch of Voce Viva,” commented L’Oréal Travel Retail Americas Luxe Division Manager Floriano Marrone.
“The launch of make-up is an important milestone and underlines our long-term partnership with DFS. This new range of iconic products will give us even more ways to inspire, engage and add value to the experience of our travel retail consumers.”
