Valentino Born In Rome Extradose Presentation
To crown the ambitious launch strategy of the most intense version of Born In Rome with a unique, experiential, and educational event aimed at retailers and sales advisors, positioning Valentino as a luxury brand within L’Oréal’s portfolio.
#WeBringTheExtra
Over the course of three nights, we set out to give it our all to transport our audience to Rome… without leaving Spain. And since there’s no better way to discover a fragrance than by immersing oneself in it, we began by closing the Prado Museum to offer a fully extrasensory experience, revealing the olfactory notes of this new fragrance through the flowers present in the museum’s works of art. The following day, we transformed the Cloister of Los Jerónimos into an extravagant Roman palazzo, where we gave unforgettable flavor to the product training sessions; and on the last night, we teleported our palazzo to the Hotel Palace in Barcelona to close this training cycle with an exclusive party inspired by the fragrance’s advertising campaign.
The results
More than 300 Beauty Advisors extra-in-love with Valentino’s latest launch, achieving the highest satisfaction results ever obtained in a brand launch by L’Oréal Spain.
