L’Oreal Group’s new Born in Roma men and women’s fragrances from Valentino Beauty are gathering rapid momentum amid a flurry of high-profile promotions and activations at some of the world’s leading airports.
[The Born in Roma film has attracted over 1.8 million views since it was released on 17 September]
As reported, Born in Roma is the debut fragrance under the new global licensing partnership between L’Oréal and Maison Valentino. ‘Born in Roma’ was created in close collaboration with Maison Valentino Creative Director Pierpaolo Piccioli, who has redefined the maison’s couture business in recent years.
The two fragrances have been or are being showcased in leading airports, including Rome Leonardo da Vinci-Fiumicino, London Heathrow and Gatwick, Istanbul and DXB (Dubai International) on pop-up stands featuring the brand’s eye-catching colours and premium codes designed to echo haute couture. More airports will join the celebrations in coming weeks.
The Born in Roma print campaign, which features South Sudanese-Australian Adut Akech and American fashion model and TV personality Anwar Hadid, was conceived by Pierpaolo Piccioli with the art direction of BETC Luxe. The accompanying film was shot by Inez and Vinoodh.
The film, directed by American film director and screenwriter Harmony Korine, is shown on the screens displayed on various pop-up stands.
