L’Oréal Travel Retail Americas announces the opening of its first Valentino Beauty make-up stores exclusively in partnership with DFS Group at John F. Kennedy International Airport (JFK) Terminal 4, and
San Francisco International Airport (SFO) Concourse G. These two new flagships boost the strong travel retail brand roll-out in the Americas that started last year.
In both JFK T4 and SFO G, a Valentino Beauty make-up and fragrance backwall is inspired by the codes of Maison Valentino. A Roman palace blends with industrial design. The space is characterized by two colours: the signature pink of the Pink Terrazzo (made with rose quartz, also used in the Maison’s stores) and the Red Daydream, the colour of the make-up packs created personally by Pierpaolo Piccioli, Maison Valentino’s Creative Director, all enlightened by bold neon lights.
At the new Valentino Beauty flagships every day is an occasion to celebrate yourself. On one side of the backwall, Rosso Valentino, with its refillable lipstick shades, ensures a colour for every mood and desire. And many shades of the Very Valentino foundation, with its unique Roma Light Complex ™ technology, boasts an ultra-light formula with colours that adapt to all skin tones. The hero-product Go-Clutch (2-in-1 product featuring a, mini Rosso Valentino lipstick, and bronzer), a beauty accessory to retouch your makeup on the-go. The packaging of the lips, face and eyes make-up collection immediately suggests a highly desirable fashion accessory and the V logo pays homage to the Maison.
The shopping experience is complemented by the signature Valentino fragrances, Born in Roma and Voce Viva: a blend of contrasts based on traditional craftmanship and a contemporary vision.
In JFK T4 flagship, the consumer experience is enhanced by the unique voice print experience, starring the floral woody scent Voce Viva. At the counter in front of the backwall, consumers will enjoy a digital
experience by recording their voice into their smartphone through a QR code, and sharing their voice print and recording via social channels and messaging services.
L’Oréal Travel Retail Americas L’Oréal Luxe Division Manager Floriano Marrone added, “We launched Valentino Beauty last year in Travel Retail Americas with a powerful statement in fragrances thanks to the launch of Voce Viva. 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”.
DFS Group Senior Vice President Beauty Amael Blain added, “We are pleased to partner with Valentino and L’Oréal Travel Retail Americas on the introduction of these exclusive Valentino Beauty flagship stores in our key SFO and JFK airport locations. As the world’s leading luxury travel retailer, DFS is delighted to bring our traveling customers the latest in luxury beauty and retailtainment wherever they visit.”