Valentino Beauty Travel Retail Asia Pacific has joined forces with China Duty Free Group (CDFG) to host a celebrity event starring actress Dilraba Dilmurat (迪丽热巴) at Sanya International Duty Free Shopping Complex in Hainan.

The high-profile promotion, held on 10 March, was staged to promote the brand’s Born in Roma fragrance franchise.

The event area was dressed in bright shades of yellow, pink and coral, to represent each of the three Born in Roma fragrance duos.

The celebrity event attracted hundreds of in-person shoppers, who were offered exclusive GWPs at the mall’s Valentino Beauty counter.

The corresponding livestream attracted over 59 million viewers, across a range of different platforms, generating over 855 million impressions and 273,000 engagements.

An audience with Dilraba Dilmurat

The event began with an on-stage photoshoot with the fragrance spokesperson for Asia-Pacific, Dilraba Dilmurat, who then presented the fragrance collection, and explained how each scent is tailored to different personalities and occasions.

“Our fragrances are not just about smelling good,” Dilmurat declared. “They are about creating a personal signature that is unique to everyone. We believe that our fragrances will allow consumers to express their individuality and enhance their personal style.”

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“Valentino Beauty is committed to offer our shoppers in Hainan a range of couple fragrances that not only embodies the different expressions of love, but also celebrates one’s individuality,” noted Marin Vialle, General Manager of L’Oréal Travel Retail Asia Pacific Makeup Business Unit.

“As a brand, we have been committed to deliver the best product offerings and retail expression in Hainan. Valentino is one of the most iconic and desirable fashion brands today.

“Our mission with Valentino is to establish ourselves as a top global beauty player. Together with CDFG, we hope to build the momentum, and continue to grow our business for Valentino Beauty.”

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CDFG Vice President Yachao Li added: “Together with Valentino Beauty, China Duty Free Group aspires to continue bringing an elevated and luxurious fragrance experience to our shoppers. We look forward to more collaborations with Valentino Beauty in the future.”

Each Valentino Born in Roma fragrance is available in a men’s and women’s version.

The latest introduction, Born in Roma Yellow Dream, features a soft, powdery feminine floral, partnered with a spicy oriental masculine juice.

The other fragrances in the collection are Born in Roma Coral Fantasy and the original Born in Roma classic duo.