Six years after its last major entry into the prestige fragrance category, Valentino Beauty is introducing a new franchise. Vendetta is conceived as a long-term addition to the portfolio rather than another extension of an existing line, which is why its launch has been accompanied by a global campaign starring Dakota Johnson and Alexander Skarsgård.
The two actors were recently introduced as the brand’s new ambassadors, and Vendetta is their first project together. Their selection has allowed Valentino Beauty to present the women’s and men’s fragrances as two sides of the same story instead of separating them into distinct communication directions. The campaign positions them as equal protagonists whose relationship is based on attraction, freedom and the rejection of expected rules.
The campaign film was directed by Romain Gavras, while the photographic visuals were created by Inez & Vinoodh. Shot on 35mm film, the spot uses driving, changing landscapes and the contrast between brightly lit exteriors and darker interiors to convey the intensity of the relationship without dialogue. The song It’s a Sin by Pet Shop Boys gives the film a recognizable rhythm and supports the idea of passion as a conscious departure from convention.
The campaign accompanies the introduction of two complementary products. Vendetta Donna, created by Dominique Ropion and Andrew Everett, combines tuberose, red orange and sandalwood. Vendetta Uomo, created by Marie Salamagne, brings together ginger, Italian citrus, cinnamon, patchouli and woody notes. Descriptions of the compositions play a secondary role in the communication, while the campaign’s main task is to build a shared emotional space in which both fragrances belong to the same franchise.
The global film was released on 24 August, but the launch is still underway. Since mid-July, the fragrances have been available through pre-launch activations at more than 200 travel retail locations across Europe, the Middle East, Africa and India. Support includes airport pop-up spaces, digital outdoor advertising, CRM, content on Meta and TikTok, influencer collaborations and a partnership with Uber targeting travellers on their way to the airport. The wider US market launch begins on 28 August.
The name Vendetta simultaneously revives part of the house’s heritage, which introduced its first fragrance under that name in 1991, and gives it a new role within the portfolio. Instead of relying literally on nostalgia, Valentino Beauty is using the old name as the foundation for a new global platform.
