Travel Retail Highlights
Vibrant Valentino Beauty stores make Americas debut with DFS
L’Oréal Travel Retail has partnered exclusively with DFS Group to open the first Valentino Beauty makeup stores in Americas travel retail – with the eye-catching new stores inspired by the house’s ‘Cool, Colour, Couture’ design codes. The 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. 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. Alongside striking makeup and fragrance backwalls, neon lights add further drama to the retail spaces, which blend Roman architecture elements with industrial design touches.
The flagship boutiques showcase the brand’s hero makeup lines and highlight the ‘Cool, Colour, Couture’ ethos of Valentino Creative Director Pierpaolo Piccioli
DFS Group has long blended luxury beauty and retailtainment in its stores, with these openings representing its latest progressive partnership with a leading brand owner. The innovation extends beyond the store design to the technology used to engage shoppers. 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 own 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.”
Pink Terrazzo meets Red Daydream at the Valentino Beauty makeup flagship boutiques
Award-winning singer/songwriter/actress Lady Gaga is the face of Voce Viva
The Moodie Davitt eZine Issue 310 | 6 May 2022
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