Valentino has pre-launched its new fragrance franchise, VENDETTA, in travel retail across Europe, Middle East, Africa, and India.. This exclusive “Traveller Première” is a major milestone from over 200 activations to standout takeover at Paris Charles de Gaulle, gives international travellers early access to the brand’s latest bold innovation, its new duo fragrance before anyone else, establishing Travel Retail as the ultimate destination where the world discovers what’s next.

Bringing this fragrance narrative to life is a cinematic global campaign starring Hollywood icons Dakota Johnson and Alexander Skarsgård. As the new faces of Valentino Beauty, they portray a modern duo archetype: lovers bound by a profound, fearless emotional connection. To celebrate, L’Oréal Travel Retail is deploying over 200 fully activated points of sale across the globe, reaching its peak in Paris with an exclusive 30-square-meter pop-up in LSM4. This monumental launch redefines experiential luxury at the airport, turning a routine journey into an unforgettable olfactive odyssey.

Reaching its peak in Paris, an exclusive 30-square-meter, high-octane pop-up in LSM4 delivers a fully integrated brand showcase designed to stop travellers in their tracks:
• The Digital Beacon: Nine giant screens pulse with a cinematic commercial starring Dakota Johnson and Alexander Skarsgård, setting the mood from afar and announcing this ultra-exclusive preview.
• Your Welcome Key: Beauty Advisors in custom “Vendetta” t-shirts greet guests warmly and hand over a keepsake keychain—a symbolic “key” to kick off their adventure.
• The Scent Discovery: Visitors can test the dual fragrances at our central discovery table and check out exclusive Gifts with Purchase (GWP), including luxury silk sleep masks and sleek toiletry pouches.
• The Retro Phone Booth: Inside a vintage-style telephone booth, travellers pick up the receiver to listen to an immersive auditory breakdown of the fragrance’s complex top, heart, and base notes.
• Your Vintage Road Trip Souvenir: Guests can grab a seat on the signature Valentino red sofa, watch a short film, and snap a customized photo of themselves behind the wheel of a vintage car.

A Bold New Duo & Exclusive Travel Treasures
At the heart of the experience are the new VENDETTA fragrances—Valentino Beauty’s bold answer to a world where romance has grown predictable. Available in Eau de Parfum Donna (offered in 10ml, 30ml, 50ml, and 100ml) and Uomo (30ml, 50ml, and 100ml), this striking dual fragrance embodies absolute freedom, power, and modern intimacy. To make this journey even more memorable, travelers can explore curated Travel Exclusive sets and high-end Gifts with Purchase (GWP) displayed like rare museum artifacts under elegant glass cloches. Designed specifically with the modern voyager in mind, these exclusive treasures feature luxurious silk sleep masks and sophisticated toiletry pouches—the ultimate companions for a stylish getaway and a tangible souvenir of the Valentino lifestyle.

Key Figures & Global Deployment
To bring this monumental launch to life on a global scale, L’Oréal Travel Retail is deploying an unprecedented omnichannel strategy. The rollout spans over 200 fully activated points of sale across Europe, the Middle East, Africa, and India, reaching its spectacular peak with a flagship 30-square-meter high-octane pop-up at Paris CDG LSM4. Supported by a comprehensive 360° digital ecosystem—featuring targeted CRM, high-impact Meta and TikTok media placements, an exclusive Uber partnership engaging passengers on their way to the airport, and strategic influencer collaborations—the campaign maximizes global reach and engagement. Available in four distinct formats for Vendetta Donna (10ml, 30ml, 50ml, and 100ml) and three for Vendetta Uomo (30ml, 50ml, and 100ml), alongside exclusive Travel Retail sets and luxury gifts, this launch redefines experiential luxury and accelerates global brand discovery.