L’Oréal Travel Retail to continue airport roll-out of Valentino Beauty fragrances

By Andrew Pentol |


Valentino Beauty fragrances for men and women are being showcased in pop-ups in a number of airports including Dubai International.

L’Oréal Travel Retail is to launch its two ‘Born in Roma’ fragrances from Valentino Beauty in further airports in the coming weeks.

Launched in Europe, Middle East and Africa and Indian travel retail on 21 September 2019, the two Valentino Beauty fragrances for men and women have been or are being showcased ion airport pop-up stands featuring the brand’s colours.

Airport locations include Rome, London, Istanbul and Dubai. The Valentino logo with its huge letters draws passengers into the pop-up stores.

Regarding the two fragrances themselves, Born in Roma for women is a haute couture floriental made of three Jasmine flowers, blended with Vanilla Bourbon, twisted with a facet made of Pink Pepper and a Woody overdose.

Born in Roma for men is an aromatic woody vetiver ‘reignited in the mineral coolness of salt.’

The film created to promote the launches is directed by Harmony Korine and shown on screens displayed on the various pop-up stands.

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