Valentino Beauty is treating travelling consumers to an advance look at its latest scent sensation, Born in Roma Intense, with a striking pop-up at Dubai International Airport.

The result of an exclusive partnership between L’Oréal Travel Retail Europe and Dubai Duty Free (DDF), the pop-up launched on 15 January and is running until 15 March 2023.

The new launch is showcased at more than 10 animation sites within Dubai International Airport.

It marks Valentino Beauty’s first dedicated digital campaign to offer an augmented O+O shopping experience within an airport environment.

Travellers passing through Dubai International Airport are invited to visit the pop-up via the bespoke Boarding For Beauty platform (https://boardingforbeauty.com/Valentino/), which showcases its location on a map.

Next, the platform guides shoppers on journey of discovery to learn about Born in Roma’s intense olfactory family, from the bourbon vanilla top note to the base notes.

READ MORE: Valentino Beauty pop-up debuts at Paris Charles de Gaulle Airport Terminal 2F

The design of the pop-up pays tribute to Valentino Creative Director Pierpaolo Piccioli’s ‘cool, colour, couture’ mantra.

The space is characterised by washes of Valentino pink and black satin, with the brand’s signature rock studs and neon touches adding a cool edge.
The fragrance itself is about ‘sparking a feeling of celebration with the energy of a grand night’ in Rome.

The pop-up also carries the complete range of Valentino’s bestselling Born in Roma franchise, which champions individuality, authenticity and inclusivity.