Travel Retail Highlight II
Valentino Beauty and Dubai Duty Free deliver multi-sensorial experience
Valentino Beauty and Dubai Duty Free (DDF) are celebrating their recent partnership to support the exclusive launch of the Born in Roma The Gold fragrance and Spike Valentino lipstick at Dubai International Airport (DXB).
The beauty innovations were showcased via a dynamic takeover which ran from 1-15 August. Valentino Beauty, part of L’Oréal Groupe, transformed 15 animation sites into striking ‘Rendez-Vous 2024’ experiences, combining retail and digital activations with a vibrant, gilded design inspired by Dubai’s rich heritage.
The full-scale takeover showcased Valentino’s elegant visual identity and multi-axis portfolio.
The brand’s fragrance and makeup offer took centre stage, with the spotlight on the limited-edition Born in Roma The Gold fragrances and the new Spike Valentino lipstick, a bold matte lipstick encased in a golden studded aluminium case.
Gold, rock studs and glittering elements pay homage to classic Valentino design cues at the pop-up
Comment: Brand owner and retailer ensured a captivating experience for guests at this colourful ‘Rendez-Vous 2024’ podium that memorably evoked Roman style.
A multi-sensorial journey included headphones to experience the Born in Roma fragrances and Spike Valentino lipstick through sound. From the click of a lipstick tube to the spritz of perfume, this auditory experience allowed visitors to connect with the textures and sensations of the products in a different way.
At the heart of the pop-up was a makeup station where beauty advisors provided personalised consultations and delivered flash makeup looks. The station highlighted the new Spike Valentino lipstick range, offering customers the opportunity to try the highly pigmented shades first-hand.
The experience also featured a photo call station with a shimmering golden wall, emblazoned with Rendez-Vous The Gold. The area encouraged visitors to capture and share their moment in Valentino’s luxurious world. The combination of these elements delivered a high-class, elegant and engaging experience and highlights how imagination and investment can make travel retail environments the gold standard for brand activations.
A selection of the Spike Valentino lipsticks are refillable
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The Moodie Davitt eZine Issue 338 | 27 September 2024
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