Valentino Beauty opens first make-up stores in TR Americas with DFS Group

The Valentino Beauty flagships in New York JFK International Airport.

L’Oréal Travel Retail Americas announces the opening of its first Valentino Beauty make-up stores exclusively in partnership with DFS Group at John F. Kennedy International Airport (JFK) Terminal 4, and San Francisco International Airport (SFO) Concourse G.

These two new flagships boost the strong travel retail brand roll-out in the Americas that started last year.

In both JFK T4 and SFO G, the Valentino Beauty make-up and fragrance backwall is inspired by the codes of Maison Valentino. The space is characterized by the signature pink of the Pink Terrazzo (made with rose quartz, also used in the Maison’s stores) and the Red Daydream, the color of the make-up packs created personally by Pierpaolo Piccioli, Maison Valentino’s Creative Director.

Described by the company as a Roman palace blended with industrial design, the area is enhanced by bold neon lights.

The Valentino Beauty flagships in New York JFK International Airport.

The new Valentino Beauty flagships feature Rosso Valentino refillable lipstick shades on one side of the backwall, along with Very Valentino foundation, with Roma Light Complex technology, an ultra-light formula with colors that adapt to all skin tones. The hero-product Go-Clutch is a 2-in-1 product featuring a mini Rosso Valentino lipstick, and bronzer.

The packaging of the lips, face and eyes make-up collection collection feature the fashionable Valentino V.

The shopping experience is complemented by the signature Valentino fragrances, Born in Roma and Voce Viva. In the JFK T4 flagship, the consumer experience is enhanced by the unique voice print experience, starring the floral woody scent Voce Viva. At the counter in front of the back-wall, consumers will enjoy a digital experience by recording their voice into their smartphone through a QR code, and sharing their voice print and recording via social channels and messaging services.

The Valentino Beauty flagships in San Francisco International Airport.

L’Oréal Travel Retail Americas L’Oréal Luxe Division Manager Floriano Marrone said, “We launched Valentino Beauty last year in Travel Retail Americas with a powerful statement in fragrances thanks to the launch of Voce Viva. The launch of make-up is an important milestone and underlines our long-term partnership with DFS. This new range of iconic products will give us even more ways to inspire, engage and add value to the experience of our travel retail consumers.”

DFS Group Senior Vice President Beauty Amael Blain added, “We are pleased to partner with Valentino and L’Oréal Travel Retail Americas on the introduction of these exclusive Valentino Beauty flagship stores in our key SFO and JFK airport locations. As the world’s leading luxury travel retailer, DFS is delighted to bring our traveling customers the latest in luxury beauty and retailtainment wherever they visit.”