FRANCE. L’Oréal Travel Retail has opened a Valentino Beauty pop-up at Paris Charles de Gaulle Airport. The animation, located in Terminal 2F, was launched on 1 June.
Inspired by Valentino Creative Director Pierpaolo Piccioli’s ‘Cool, Colour, Couture’ mantra, the pop-up immerses travellers into the world of Valentino Beauty. The vibrant pop-up marks Valentino Beauty’s first such activation in the Paris gateway and offers the brand’s full range of makeup and fragrances.
The pop-up has been described as a ‘Couture Clash’ experience, juxtaposing the worlds of youth culture and luxury. It features a variety of immersive retailtainment experiences that underline Valentino Beauty’s colourful and inclusive ethos.
At the pop-up, shoppers can enjoy augmented reality-powered makeup consultations via L’Oréal’s Modiface iPad app. To link the digital experience with the real-world, beauty advisors are on-site to offer expertise and apply full makeup looks.
The Voice Print experience invites shoppers to create a unique voice print souvenir to take home while the Key Infuser Robot helps them personalise their own Valentino card. A UV Printing machine lets shoppers personalise their selected Valentino fragrance or Go-Clutch while a photo booth serves as the perfect photo opportunity for shoppers to commemorate their Valentino Beauty experience.
To drive Valentino Beauty and L’Oréal Travel Retail’s sustainable mission, the standard Valentino ribbon is replaced with a studded bracelet, which can be upcycled as an accessory. The brand also foregoes the use of paper bags for consciously-made, reusable textile tote bags.
The pop-up showcases Valentino Beauty’s extensive product range, from the Very Valentino, Rosso Valentino, Trio Brow Pencil, DreamDust Glitter and Go-Clutch collections. The Very Valentino Foundation range is a lightweight foundation that comes in 40 diverse shades. The ultra-lightweight foundation has been equipped with Roma Light Complex technology to adapt colours to a wide range of skin tones. The Rosso Valentino lipstick line — which comes in luminous satin and velvet matte finishes — is available in 50 vibrant hues. Four star lipstick shades are available in EMEAI travel retail.
The Trio Brow Pencil is a refillable, three-in-one brow shaper and pencil; while the DreamDust Eye Glitter adds luminous shine to any eye makeup look. The Go-Clutch is an innovative hanging clutch accessory that is fully customisable and refillable. It comprises a mini Rosso Valentino lipstick accompanied with either a press powder foundation or bronzer, enabling users to touch up their makeup on-the-go.
Valentino Beauty Makeup, a first for the maison, offers makeup for a new generation of luxury consumers who have cast aside traditional labels of gender, titles or boundaries.
As reported, Valentino Beauty was the subject of a Moodie Davitt Spotlight Series eZine. In the edition below, we tell the bold, colourful and wonderfully creative story behind Valentino Beauty’s couture-inspired colour cosmetics line.
