UAE. L’Oréal Travel Retail, in partnership with Dubai Duty Free, recently staged a high-impact campaign to showcase the travel retail debut of Valentino Beauty’s Anatomy of Dreams collection in Dubai International Airport terminals 1 and 3.
The exclusive launch evoked what the brand described as the hedonistic spirit of Rome, offering a sensory journey through an activation inspired by a Roman Palazzo.
The retailtainment campaign rolled out three circular podiums across Dubai International Airport from 31 July to 1 September, each featuring personalisation elements such as calligraphy and fragrance engraving.
The activation featured dedicated consultation spaces where fragrance experts offered guidance on layering with the enhancers, supported by discovery stations and seating areas for interactive exploration.
A digital campaign promoting a complimentary refillable travel spray with any Anatomy of Dreams purchase, supported with media activation, boosted visitor traffic to the locations.
The launch showcased eight 100ml fragrances, featuring the original seven compositions from 2024 and the latest addition, Amour Sans Détour.
The collection blends bold, contrasting notes, with Sogno in Rosso combining black pepper and milk foam in the Private Theater, while Notte D’oro combines oud and almond in the Baroque Banquet Room.
The line-up continues with L’innocence de L’air, blending rose and green tangerine in the Romantic Garden, and Private Talk, featuring tuberose and a cappuccino accord on the Secret Stairs.
The latest addition, Amour Sans Détour, combines violet and Italian leather to evoke the Boudoir’s intimacy.
Rounding out the range are Club Couture, Punk Romantic and Behind the Seen, each featuring distinctive blends and housed in rectangular glass bottles with studded caps – a signature Valentino emblem.
Anatomy of Dreams offers fragrance personalisation with two concentrated 30ml enhancers, Bianco 1968 and Rockstud Noir, which layer with the eight core fragrances to create 16 combinations. The enhancers can also be used to refresh and extend fragrance throughout the day. ✈
