L’Oréal-owned Valentino Beauty has pre-launched the new Vendetta fragrance franchise in travel retail across Europe, the Middle East, Africa (EMEA) and India, ahead of a wider domestic market roll-out.
The ‘Traveller Première’, which began on 15 July, gives international travellers early access to the new Donna and Uomo fragrances.
It is being supported by more than 200 activations across the regions, led by a 30sq m pop-up at Paris Charles de Gaulle Airport (CDG) with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP).
The campaign underlines L’Oréal Travel Retail’s focus on the channel as an early discovery platform for new launches, the company said.
A red carpet debut in Paris
The central pop-up at Paris CDG is supported by nine large digital screens, showcasing the Vendetta visual campaign and providing a high-impact backdrop to the experience.
Beauty advisors wearing dedicated Vendetta uniforms welcome travellers and offer a keychain designed as a symbolic ‘key’ to the experience.
At a central discovery table, travellers can explore the Donna and Uomo fragrances alongside travel retail-exclusive (TREX) sets and gifts with purchase, including silk sleep masks and toiletry pouches.
The TREX sets and gifts are presented beneath glass cloches, creating a museum-inspired setting to the pop-up.
The activation also incorporates a retro-style telephone booth. Travellers can pick up the receiver to hear an audio presentation exploring the top, heart and base notes of the fragrances.
Visitors can also sit on a Valentino red sofa, watch a short campaign film before taking a personalised photograph behind the wheel of a vintage car.
The dynamic pop-up campaign is supported by OOH media, targeted CRM activity, Meta and TikTok media placements, influencer collaborations and a partnership with Uber designed to engage travellers on their journey to the airport.
Introducing Vendetta Donna and Uomo
The Vendetta fragrance duo, Donna and Uomo, was conceived as a contemporary interpretation of romance and intimacy.
Vendetta Donna Eau de Parfum is available in 10ml, 30ml, 50ml and 100ml formats, while Vendetta Uomo is offered in 30ml, 50ml and 100ml sizes.
Donna opens with blood orange nectar accord, leading into a heart of Tuberose Osmobloom and a sandalwood base. It was created by Master Perfumer Dominique Ropion in collaboration with Perfumer Andrew Everett.
Uomo, created by Master Perfumer Marie Salamagne, opens with ginger extract, followed by a cinnamon liqueur accord at the heart and patchouli at the base.
The launch is supported by a global campaign starring Brand Ambassadors American actress Dakota Johnson and Swedish Alexander Skarsgård, the new faces of Valentino Beauty.
Johnson is known for her roles in ‘Materialists’ and ‘Fifty Shades of Grey’, while Skarsgård is best-known for his roles in ‘True Blood’ and ‘Pillion’.
The campaign presents the pair as lovers reflecting Vendetta’s positioning around freedom, power and modern intimacy. ✈
