US. L’Oréal Travel Retail America has partnered with International Shoppes to unveil the first global Valentino Beauty flagship counter since the brand’s acquisition.
The counter at John F. Kennedy International Airport (JFK) Terminal 1 is located in a high-traffic zone within the main area of the retailer’s beauty shop.
It is dressed in Valentino’s signature pink terrazzo shade and takes inspiration from the architecture of a classic Italian Palazzo. The retail design is modular and industrial, combining graphic black metal elements with soft pastel touches.
The new flagship marks the beginning of a strong travel retail brand roll-out, which will conclude with the opening of more than ten more Valentino Beauty counters in the Americas by the end of 2022.
The flagship shines the spotlight on Valentino Beauty’s Voce Viva fragrance. The floral woody fragrance — created by Perfumers Honorine Blanc and Amandine Clerc Marie — was launched in travel retail in September 2020. Here, the fragrance is brought to life with a first-of-its-kind Voce Print live experience.
At the counter, customers can record their voices through their mobile devices and receive a QR code which allows them to share their digital voice prints on social media.
American singer/songwriter/actress Lady Gaga is the face of Voce Viva, which is a floral, woody and fresh scent. It opens with Calabrian Bergamot top notes, followed by orange blossom, golden gardenia and morning jasmine heart notes. It closes with milky sandalwood and Madagascan vanilla notes as its base.
“We at L’Oréal are delighted to once again partner with International Shoppes in providing the consumer with the latest and greatest of our portfolio,” said L’Oréal Travel Retail Americas Valentino Beauty Area Manager Carlos Rosales.
“Today we are proud to inaugurate a luxurious counter of one of the most exclusive beauty brands in the market, Valentino Beauty.”
L’Oréal Travel Retail Americas L’Oréal Luxe Division Manager Floriano Marrone added, “We are delighted with the launch of Valentino Beauty, a great addition to the L’Oréal Travel Retail’s strong and diversified portfolio of brands.
“Valentino Beauty brings a powerful haute couture heritage that combines a unique value proposition to an immersive consumer experience. And it could not be more meaningful then to open our first worldwide TR flagship with our International Shoppes partners here in New York, hometown of our ambassadress Lady Gaga.”
International Shoppes Vice President Scott Halpern added, “iShoppes is extremely grateful that the L’Oréal Group selected JFK T1 as the worldwide launch for the newly revamped Valentino display. We believe that the look and feel of the unit will not only create a strong attraction for the brand, but enhance the overall experience in T1’s beauty section.”
