For Valentino Beauty’s upcoming U.S. launch on July 1, the brand is doing things differently. On Tuesday, Valentino Beauty held a press and media event, as well as a consumer-facing event to introduce the brand to the world. The 40 shades of foundation, 49 refillable lipsticks in red, pink and plum shades, compact powders and a mascara, among other products, will be available for pre-order on its website Valentino-Beauty.US. The line retails for $25-$235.
In August, the brand will expand to retailers such as Nordstrom, Neiman Marcus and Bloomingdale’s both online and in-store. The press and media event was held on a dedicated microsite with a live chat function, while the live consumer-facing event was hosted on YouTube, where viewers could also chat and respond live. Both events featured Valentino Beauty’s global makeup artist Raoul Alejandre and were co-hosted by influencer Christen Dominique (@christendominique, 1.5 million Instagram followers).