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Valentino Beauty and Dubai Duty Free celebrate Born in Roma Extradose pre-launch at DXB
The activation marks the fourth between L’Oréal Travel Retail and Dubau Duty Free. Their ongoing partnership underscores a shared commitment to bringing innovative experiences and premium offerings to travellers at DXB.
UAE. L’Oréal Travel Retail and Dubai Duty Free recently concluded a high-impact activation at Dubai International Airport (DXB) for the global travel retail pre-launch of Valentino Beauty’s Born in Roma Extradose fragrances.
Held from 3 February to 2 March. the campaign marked the latest milestone in a four-year partnership between L’Oréal Travel Retail and Dubai Duty Free, following previous pre-launches and activations.
This ongoing partnership highlights a mutual dedication to delivering innovative experiences and high-quality products to travellers, reinforcing Dubai Duty Free’s status as a premier destination for beauty and fragrance exploration.
The takeover featured extensive OOH media advertising throughout the airport and three striking podiums located within Dubai Duty Free. Designed in a vivid pink and black colour palette, the pop-ups reflected the intensified character of the new fragrances.
Fashion-forward visuals starring models Anwar Hadid and Adut Akech, dressed in Valentino, added further impact. The creative execution embodied Valentino Beauty’s ‘Edgitage’ concept, which blends luxury heritage with a contemporary attitude, the brand owner said.
This design approach underscored the Born in Roma’s pillars – diverse pink hues, varied scent intensities and inclusive expressions – all tied together by the campaign’s core message: ‘Many ways to be you.’
In addition to strong visual storytelling, the activation featured an immersive shopper experience. A dedicated photo booth invited passengers to pose for three distinct shots, each aligned with one of the fragrance intensities. The wide-angle format allowed for dynamic captures, reinforcing the theme of bold self-expression.
A customisation element further enriched the customer journey. Visitors could personalise satin ribbon bracelets with names or messages, then scent them with their preferred version of Born in Roma Extradose.
Born in Roma Extradose was developed for a new generation of fragrance consumers who seek unfiltered, high-impact expression, the brand owner said.
The line offers amplified concentration and enhanced skin affinity, building on the foundation of the original Born in Roma fragrances. For the feminine Born in Roma Donna, a cassis accord top note is followed by a potent rhum accord heart and an intensified vanilla base.
For the masculine Born in Roma Uomo, the composition features an intensified blend of vetiver and lavandin at its heart, rounded with bold spices that pay tribute to Rome’s enduring influence. 
