On 2 September, L’Oréal Travel Retail Asia Pacific and Shinsegae Duty Free initiated its launch of couture beauty brand, Valentino Beauty, in Seoul, Korea. This was followed by another major activation in Dubai.
The brand’s first-ever beauty store in Travel Retail Asia Pacific was inaugurated at Shinsegae Duty Free’s downtown store in Myeongdong.
L’Oréal intends to increase Valentino Beauty’s footprint in Asian travel retail locations and said it will open a new store in Hainan soon.
The store features over 100 beauty products, including lipsticks, foundation and eye products.
In celebration of the opening, Valentino Beauty visuals and life-size replicas of star products, (such as Go-clutch 2-in-1 product, Rosso Valentino lipstick and Go-cushion) took over Myeongdong.
“Haute Couture is a culture of craftsmanship, passion, and love,” said L’Oréal. “The vision of beauty of the Valentino Creative Director Pierpaolo Piccioli, is conveyed in the first make-up collection: a daring, expressive and inclusive attitude.”
The range pays homage to the Couture fashion house known for its ‘exquisite textures and high-performance formulas’.
“It is an invitation to create your own beauty dream,” said Valentino.
“An ode to self-expression that not only celebrates the extraordinary in the everyday, it celebrates the extraordinary in each individual. Valentino Beauty is Human Beauty, a couture makeup opened to all genders, ages and cultures.”
The makeup collection is said to be versatile, for multi-use and multi-finish; from different shades of foundation and lipsticks to different eye products, all the formulas are experimental, with a ‘couture approach’.
“The accessory-ready lipsticks and palettes are refillable to play with shades and textures,” added the brand.”
As the Dubai Expo 2020 opened, Valentino Beauty staged another major activation with Dubai Duty Free in Concourse D Terminal 1 of Dubai International Airport.
Until the end of December, customers are invited to explore and shop the new range via interactive Valentino Beauty experiences, including a gaming screen that offers the chance to win beauty samples, and play stations where they can discover the full line-up of products.
Gianguido Bianco, L’Oréal Travel Retail Europe, Middle East, Africa, India General Manager said: “We are extremely proud to launch Valentino Beauty in Dubai Duty Free as the first store in Travel Retail EMEAI, just in time for the Dubai Expo 2020.
“This iconic novelty reasserts our long-term partnership with Dubai Duty Free and lays a path for the strong comeback of Beauty in Travel Retail.”
Dubai Duty Free Senior Vice President for Purchasing, Sharon Beecham added: “We are delighted to be the first airport retailer to showcase this new make-up collection from Valentino Beauty.
“Dubai Duty Free and L’Oréal Travel Retail have been building a strong partnership for many years, and 2021 has seen it translated into an innovative and interactive experience which is sure to signal a return growth on beauty products.”
Travellers will also discover Valentino Beauty at a permanent corner located in Concourse B Terminal 3, which includes fragrances and for the first time in Travel Retail Europe Middle East Africa India, the make-up collection to create their own beauty dreams.
More photos from the Shinsegae store and the Dubai Duty Free activation below.