The Italian luxury house, managed under license by L’Oréal Luxe, has unveiled “Anatomy of Dreams”, its first collection of customizable fragrances.
Valentino taps into the buoyant Haute Parfumerie niche with a concept of customizable “Haute Couture” juices.
Valentino Beauty, under license from L’Oréal since 2019, has just announced the launch of “Anatomy of Dreams”, a fragrance collection inspired by the dolce vita of Rome. So t the city where it was founded in 1960 by Valentino Garavani…
In 2023, Kering acquired a 30% stake in Maison Valentino, with an option to increase this to 100% in the medium term. Today, the majority of shares still belong to Mayhoola, the investment company of the Qatari royal family.
The best perfumers
Last year, Valentino turned the spotlight on itself with the announcement of the appointment of Alessandro Michele, the flamboyant former Gucci designer, as its creative director.
It’s been a long time since Valentino has been in the spotlight.
Anatomy of Dreams” was developed under the guidance of his predecessor, Pierpaolo Piccioli.
Today, Valentino Beauty presents it as “a reverie fashioned by the hands of the finest perfumers ‘.
These exceptional noses were ’the first to create the Anatomy of Dreams”.
These exceptional perfumers were “recruited” from renowned perfumers Firmenich (Fabrice Pellegrin, master perfumer Nathalie Lorson and Nicolas Bonneville) and International Flavors & Fragrances (IFF) (Paul Guerlain, Carlos Benaïm, Andrew Everett, Fanny Ball, Delphine Lebeau and Anne Flipo).
Seven dreams assets
Valentino Beauty announced “ a narrative of seven olfactory dreams for seven unique fragrances ”.
But the combinations are actually more numerous.
In reality, there are many more, including “23 dream blends from nine formulas”.
In a bespoke spirit, customers can mix the fragrances or give them another color, by enhancing them with one of the two enhancers in the collection, ‘Bianco 1968’ or ‘Rockstud Noir’.
The first, created by Jordi Fernandez, offers powerful notes of white musk, while the second, by Daniela Andrier, features sandalwood.
More details, these seven basic fragrances in the collection are intended to be more or less universal, thanks both to their “gender-neutral” character and their names in Italian, French or English, while at the same time capturing attention with daring associations…Either that of black pepper.
For example, black reed and milk foam for “ Sogno in Rosso ‘, almond-oud (or agarwood) for ’Notto d’Oro”, rose-green mandarin for “L’innocence de l’Air”, patchouli-fig for “Club Couture”, tuberose-cappuccino for “Private Talk ‘, vanilla-olive wood for ’Punk Romantic” and, finally, vetiver-hazelnut for “Behind the Seen”.
An innovative extraction
To ensure that these natural scents remain as long-lasting and faithful as possible, Valentino Beauty has used an innovative extraction process, developed in partnership with Spanish company Cosmo International Fragrances, to encapsulate the fragrances. apsulate the fragrance directly from nature, without transformation.
Another indication of sustainability: the use of 15% recycled glass in its rectangular glass bottles, produced in France and Italy.
The “Anatomy of Dream” Collection will initially be available exclusively in Valentino boutiques, and will be priced at the 325 euros for a 100 ml bottle.
Growing segment
The launch will be accompanied by a range of small leather goods accessories: perfume holders, cases and even, for the most discerning, a carrying case for the entire collection.
Valentino Beauty hopes to consolidate its success in this buoyant Haute Parfumerie segment. It has seena 10-fold increase in sales since 2018. Its sales grew by +4.5% on a like-for-like basis, including 17% for its fragrances.
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Featured Photo: © Valentino
