Valentino Beauty is coming to New York.
The brand, which announced British pop singer Charli XCX as its newest U.S. ambassador on Friday, will be taking over Flatiron Plaza on Friday and Saturday to celebrate the launch of Spike Valentino Buttery Matte Lipstick.
Available in seven colors and retailing for $48, the product is Valentino’s third lipstick to date, joining the Rosso Valentino and Liquirosso families. The latter is a 2-in-1 matte lip and cheek color released in 2023.
Dubbed “Spike Square,” the pop-up will feature installations including a photo booth where attendees can take photos after receiving free samples of their favorite lip shades. These include free consultations with the brand’s beauty experts and a reimagined newsstand where consumers can browse and sample Valentino Beauty products.
Valentino Beauty Spike Valentino Buttery Matte Lipstick. courtesy
“Our mission is to create emotions, dreams and entertainment,” said Claudia Marcocchi, global president of Valentino Beauty, adding that Occupy the Square will feature a giant sculpture of Valentino products. . “This is where New Yorkers walk every day. This element of surprise is key for us, transforming it into a whimsical atmosphere that celebrates bold self-expression.”
According to Circana magazine, Valentino has the second largest market share in overall prestige beauty this year and holds the third spot in the fragrance category. This is partly due to the success of Valentino Donna Born in Rome Eau de Parfum. This summer, the brand launched its Anatomy of Dreams collection, consisting of seven fragrances inspired by haute couture and retail, priced at €325 each for 100ml, which is 50% more expensive than any other Valentino fragrance. More than a percent higher.
Charli XCX, whose dance-pop album Brat released this summer became a global phenomenon and spurred the namesake aesthetic, has joined Florence Pugh and Adutt Akesh as Valentino Beauty ambassadors.
