First global Valentino Beauty flagship opens in JFK airport

The 60sqm space in the New York airport’s T1 gathers inspiration from Voce Viva

L’Oréal Travel Retail Americas’ Valentino Beauty team has unveiled the first flagship location worldwide since the brand’s acquisition by the group.

Located in Terminal 1 of JFK International Airport, in partnership with International Shoppes, the 60sqm store channels the visuals of the brand’s latest Voce Viva fragrance and includes a first-of-its-kind Voice Print live experience, which allows the customer to share their voice and their 'message' in a collaborative way.

The new space gathers inspiration from an Italian palazzo, showcasing a unique pink terrazo combined with black metal, magnified by the silhouette of the Voce Viva bottle and the Valentino logo.

Voce Viva combines floral, woody, fresh and sweet elements, and is famously helmed by musician Lady Gaga as the face of the fragrance.

“We at L’Oréal are delighted to once again partner with International Shoppes in providing the consumer with the latest and greatest of our portfolio,” commented Carlos Rosales, Area Manager for Valentino Beauty in L’Oréal Travel Retail Americas.

“Today we are proud to inaugurate a luxurious counter of one of the most exclusive beauty brands in the market, Valentino Beauty.”

“We are delighted with the launch of Valentino Beauty, a great addition to L’Oréal Travel Retail’s strong and diversified portfolio of brands,” added Floriano Marrone, Division Manager for L’Oréal Luxe in L’Oréal Travel Retail Americas.

“Valentino Beauty brings a powerful haute couture heritage that combines a unique value proposition to an immersive consumer experience. And it could not be more meaningful than to open our first worldwide TR flagship with our International Shoppes partners here in New York, hometown of our ambassadress Lady Gaga.”

Scott Halpern, Vice President at International Shoppes, also added: “iShoppes is extremely grateful that the L’Oréal Group selected JFK T1 as the worldwide launch for the newly revamped Valentino display.

“We believe that the look and feel of the unit will not only create a strong attraction for the brand, but enhance the overall experience in T1’s beauty section.”

This opening is said to be the start of a strong rollout plan that will conclude with more than ten flagships throughout the Americas by the end of 2022.

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