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Celebrating a fragrance brand’s re-birth: (From left) Puig Chairman & CEO Marc Puig, Valentino CEO Stefano Sassi, fragrance noses Olivier Cresp and Alberto Morillas and Valentino Licence Director Dante D’Angelo |
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Marc Puig on the launch of Valentino |
ITALY. Leading haute couture house Valentino and licence partner beauty group Puig unveiled the new Valentino fragrance at a spectacular event on Wednesday in Rome, home of the iconic fashion brand.
The partners hosted many of the world’s fashion and beauty consumer media, as well as The Moodie Report representing travel retail, over a day that took in visits to the Valentino ateliers, the fragrance reveal at Piazza di Pierta in the heart of Rome, plus the stunning Villa Medicis for dinner.
Valentino CEO Stefano Sassi said the product reflected the fashion house’s entry into “a new phase for a new consumer”.
Puig Chairman & CEO Marc Puig said the move was like starting a new fragrance house. He reflected on the importance of the great Valentino name, the brand’s ability to tell a story to customers, plus the quality of the product.
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Rome, with the spectacular backdrop of Vatican City as seen from the Villa Medicis, was home to Wednesday’s unveiling |
Travel retail will be a key channel for the new Valentino fragrance, with the product on-shelf in 50ml and 80ml edp formats from September in Europe, Russia and the Middle East, before its launch in Asia Pacific in early 2012, and in the Americas from mid-2012.
There will be strong support for the product at point-of-sale, driven by the powerful floral theme of the bottle and advertising campaign, plus a retail-tainment element to bolster awareness of the brand among travellers.
We’ll bring you full details of the product and the plans for travel retail soon.
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Marc Puig: “It’s like starting a new fragrance house” |
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Valentino designers Maria Grazia Chiuri (left) and Pierpaolo Piccioli with Freya Beha Erichsen, face of the new fragrance |
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Renowned fragrance noses Alberto Morillas (left) and Olivier Cresp, who were central to the product’s creation, with Puig Travel Retail Marketing & Customer Development Director Lyndea Dew |
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Views of the Villa Medicis in Rome, which hosted last night’s gala dinner |
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Marc Puig (right) with The Moodie Report Deputy Publisher Dermot Davitt at the Villa Medicis |
