L’Oréal Travel Retail America’s Valentino Beauty team has unveiled the first flagship location worldwide since the brand acquisition by the group in New York’s JFK International Airport in partnership with International Shoppes.

John F. Kennedy International Airport welcomed Valentino Beauty in International Shoppes Beauty Shop’s main traffic area.

The 60 sqm store, dressed in Valentino’s new iconic Pink Terrazzo, caters to a high traffic of Americans and Europeans, with its inviting iconization of the newest Voce Viva fragrance and its first-of-its-kind Voice Print live experience.

Valentino Beauty revealed Lady Gaga as the face of their new feminine fragrance, and to kick off the duo’s blossoming love story, Valentino Beauty launched a brand-new fragrance that embodies all the characteristics it shares with Gaga.

Voce Viva combines floral, woody, fresh, and sweet elements to create an all-encompassing scent. Scott Halpern, Vice President at International Shoppes, said: “iShoppes is extremely grateful that the L’Oréal Group selected JFK T1 as the worldwide launch for the newly revamped Valentino display. We believe that the look and feel of the unit will not only create a strong attraction for the brand, but enhance the overall experience in T1’s beauty section.”

The new space gathers inspiration from an Italian Palazzo: Modular, Industrial with a young approach and a strong link to Fashion. It does this by showcasing a unique Pink Terrazo combined with black metal, magnified by the iconic silhouette of the Voce Viva bottle and the Valentino logo.

Carlos Rosales, Area Manager for Valentino Beauty in L’Oréal Travel Retail Americas, said: “Us at L’Oréal are delighted to once again partner with International Shoppes in providing the consumer with the latest and greatest of our portfolio. Today we are proud to inaugurate a luxurious counter of one of the most exclusive beauty brands in the market, Valentino Beauty.”

Floriano Marrone, Division Manager for L’Oréal Luxe in L’Oréal Travel Retail Americas, said: “We are delighted with the launch of Valentino Beauty, a great addition to the L’Oréal Travel Retail’s strong and diversified portfolio of brands. Valentino Beauty brings a powerful haute couture heritage that combines a unique value proposition to an immersive consumer experience. And it could not be more meaningful then to open our first worldwide TR flagship with our International Shops partners here in New York, hometown of our ambassadress Lady Gaga.”

The opening represents a big achievement for the brand, as it kickstarts a strong rollout plan that will conclude with more than 10 flagships throughout the Americas by end of 2022.