L’Oréal has revealed Voce Viva, the new fragrance from Valentino Beauty. It is now available in Europe, Middle East and Africa travel retail.
The new floral woody fragrance was created by Perfumers Honorine Blanc and Amandine Clerc Marie. The olfactory structure was based on Valentino Creative Director Pierpaolo Piccoli’s three codes: Colour, Cool and Couture.
Colour is represented by Calabrian Bergamot top notes which has been infused with hints of juicy mandarin and spicy ginger.
Cool is embodied by the woody and mineral facets of the scent’s crystal moss, milky sandalwood and Madagascan vanilla base notes.
Finally, Couture is expressed through a bouquet of sunny orange blossom, golden gardenia, and morning jasmine grandiflorum heart notes.
The same three codes are reflected in the design of the fragrance bottle, which was also crafted under the direction of Piccoli.
Colour is reflected through the bold fuchsia hue of the bottle’s lacquered lid. Cool is interpreted through the addition of Valentino’s signature ‘rock stud’ details on the bottle cap, while Couture is expressed through the bottle’s sleek silhouette.
Valentino Beauty has named internationally-renowned award-winning singer/songwriter/actress Lady Gaga as the face of Voce Viva. Known as one the biggest pop artists of this generation, Lady Gaga is known as an icon of individuality and non-conformism. Lady Gaga is most well-known for her songs ‘Born this Way,’ ‘Rain on Me’ and ‘Poker Face.’ In 2019, she also won an Oscar for her original song ‘Shallow’ in the film ‘A Star is Born.’
To celebrate the major fragrance launch, Voce Viva will be showcased through a series of activations across key airports in Dubai, Doha, Madrid, London and Istanbul from now until December.
In Doha and Dubai, customers can participate in a multi-sensorial experience and record their voices and receive a personalised sonograph sketch as a souvenir. In other airport locations, customers can record their voices through their mobile devices and receive a QR code which would allow them to share their digital voice prints on social media.
“Voce Viva to me is a truly immersive event, a sublime evocation that involves the body as well as the mind, liberating instead of covering the skin with a tactile gesture,” commented Valentino Creative Director Pierpaolo Piccoli. “This fragrance came to mind like a symphony, an amplification of all senses, which explains why it’s been so natural to work simultaneously on the scent and the bottle.
“Among all senses, I selected voce (voice) as the first violin of the orchestra that plays the perfume symphony. My voice is what I’m standing for, what makes me heard, it’s the statement of my individuality.”
Commenting on how Voce Viva links scent and sound, Valentino Beauty Global President Garance Delaye said, “What if perfume could evoke something other than smell? What if we could trace a parallel between our perfume, one of our most intimate elements, with another sense, equally as unique? The answer spoke for itself: a voice.
“Both leave an invisible yet distinctly memorable trace. Both are composed of instantly recognisable notes. In the shared language of voice and scent, both voice and perfume are part of each woman’s signature… For when a voice speaks its truth, its influence on the world and on others can be as intense as it is beautiful. That is the inspiration of Voce Viva.”
