L’Oreal strikes a deal with Valentino

There is a whiff of excitement in the air for designer-lovers and make-up and fragrance lovers alike. L’Oreal have been brewing up a deal with fashion brand Valentino to create, develop and distribute the brands forthcoming make-up and fragrance.

Previously held by Spanish fashion and fragrance brand Puig, Maison Valentino granting their license for luxury fragrance and beauty to L’Oreal marks a change in the company’s direction. Suggesting that the brand is gearing up to excel, the company is aiming for the Saturday brunching, avocado munching millennial market.

Deputy CEO of L’Oréal, Nicolas Hieronimus, said in his notice: “We are thrilled to have been granted the license of Maison Valentino. With its unique combination of prestige and modernity, Valentino definitely will appeal to millennial consumers around the globe and ideally complements our brand portfolio.”

Embed from Getty Images

In an announcement that made lovers of luxury beauty swoon, the French beauty firm disclosed that they hoped this deal would score them the position of leading perfumer in the world.

“L’Oreal aims to be the world leader in perfumes. This license should allow us to reach that goal,” a spokeswoman said.

Valentino is set to be the latest acquisition to the beauty giant’s extensive cliental with big brands such as YSL and Armani on their books, as well as a plethora of beauty names like Lancôme and Kiehls.

Embed from Getty Images

While this news might engage those interested in business, what can beauty connoisseurs expect from this deal?

Valentino have developed a clear beauty template throughout the years, with shimmering skin and make-up skilfully applied to accentuate individual natural beauty. World renowned make-up artist Pat McGrath has been at the helm of the catwalk make-up for years and has stamped a cat-eye wing tattoo across the run way, for which the brand has become synonymous.

With decadent designs at their core, if there is one thing for sure, it’s opulent packaging can be expected – *heart eyes emoji*.

Eleanor Oaten