Valentino is honing in on the power of its haute couture history to stand out in the ever-growing and competitive luxury beauty landscape.
The Roman fashion house has not only launched new fragrance pillar Anatomy of Dreams, which is inspired by the brand’s haute couture fashion universe, but is also set to debut new make-up with complementary codes later this year.
All in a bid for Valentino Beauty to become the brand of choice for luxury beauty consumers.
It is a timely move for the luxury house – whose fragrance and beauty licence is owned by French beauty giant L’Oréal – as its scent business is thriving.
Hero scent Born in Roma has been ranking in the top three for prestige female and male fragrances in the US consistently over the past ten months, said the brand.
Valentino Beauty’s overall strong fragrance performance has also helped the L’Oréal Luxe Division’s sales grow 1.8% to €3.8bn in the first quarter of 2024.
“It is about brand elevation as Valentino is the number one haute couture fashion brand in Italy and we want to continue to strive to be the best of the best, especially in beauty,” Claudia Marcocci, Global President of Valentino Beauty, told Cosmetics Business.
Valentino is haute couture – it is in the DNA of the company – and haute couture means really tailored to you
“Although our fragrance brand is very developed in the US, Europe is waking up very fast to the Valentino dream and we are strong on make-up in China, there are still tons of opportunities to be had in other markets because Valentino is a well-known global brand.
“And we have been playing big on one fragrance pillar [Born in Roma] until now, but I believe this haute couture perfume pillar will show another side of the brand.”
This enhanced premiumisation strategy is also part of the brand’s play for Gen Z’s loyalty – and wallet – as Valentino Beauty looks to expand its
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