FRANCE. Valentino Beauty, part of L’Oréal Groupe, has teamed up with Extime Duty Free to launch a Valentino Born in Roma Intense pop-up in Paris Charles De Gaulle Airport (CDG). Extime Duty Free is the joint venture between Lagardère Travel Retail and Aéroports de Paris (Groupe ADP).
The vibrant 20sq m pop-up is located in Terminal 2F and will run until 15 April. Inspired by a Roman palazzo, the circular pop-up pays homage to Valentino’s DNA and its ‘Cool, Colour, Couture’ mantra. It is decorated with splashes of neon and the brand’s signature rock stud motif.
The animation transforms from day to night with four immersive screens illuminating the space and showcasing Born in Roma Intense, the newest addition to the brand’s popular Born in Roma fragrance collection.
In addition to the new expression, shoppers can discover the full Born in Roma franchise at the pop-up as well as the brand’s popular Go-Clutch compact. They can also enjoy flash makeup services to touch up their beauty looks on-the-go.
The pop-up offers an innovative new retailtainment experience developed exclusively for Paris CDG. The experience blurs the lines between technology and reality and takes travellers on a multi-sensory journey of discovery via an interactive table.
Travellers can discover the ingredients of the Born in Roma collection through a series of animated films and a touchless fragrance experience, powered by air button technology. On-site beauty consultants enhance the experience by helping shoppers find the Born in Roma fragrance to suit their personalities.
A playful pink claw machine adds an added element of gamification. Here, shoppers receive free tokens that offer the opportunity to win a range of exclusive gifts. This includes fragrance samples, makeup samples, couture pouches and a Paris CDG-exclusive limited-edition body lotion.
Travellers only discover what prize they have won at the end of the experience when they open the gift ball to reveal what’s inside. At the claw machine, every traveller is guaranteed to bring home a memorable souvenir of their Valentino Born in Roma experience.
As reported, Valentino Beauty recently partnered with China Duty Free Group (CDFG) to host a Born in Roma celebrity event at the Sanya International Duty Free Shopping Complex in Haitang Bay. The show drew a vast online audience of over 59 million viewers.✈
