Valentino Beauty announces a funfair in Paris

To mark the launch of its new Born in Roma mists , the Italian brand will take over a Parisian schoolyard in early July for a public event with a nostalgic feel.

An activation based on olfactory trends
To accompany the introduction of its latest products to the market, Valentino Beauty will organize a unique Summer Fair , nestled in the outdoor spaces of the École Duperré - Ecole supérieure des arts appliqués.

This project aims to showcase the collection of scented hair and body mists from the Born in Roma franchise , developed by Valentino Beauty within L'Oréal's Luxury division. Launched last month, these new products explore notes of coconut, vanilla, caramel, and pistachio, an ingredient that is emerging as one of the major trends in the perfume industry , particularly among younger generations.

These products have also been formulated to accommodate the practice of layering , with some mists being able to be layered with the Born in Roma fragrance to personalize the olfactory signature.

A playful pop-up concept
For this summer pop-up with a carnival feel, Valentino Beauty promises a colorful setup where each attraction has been designed to reflect the universe of a particular mist.

The Golden Coconut fragrance will be associated with a duck pond game, while the Caramel Crush scent will revolve around a game of darts on balloons. For the other variations in the range, the Vanilla Bliss fragrance will take the form of a skittles game, and the Salty Pistachio version will be represented by a claw machine.
To complete this immersive experience , Valentino Beauty will offer promotional items and integrate additional touchpoints to enhance the brand experience. These include a perfume corner, an ice cream bar with flavors inspired by the notes of the mists, and a photo booth designed to optimize content creation for social media platforms.