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Valentino’s Voce Viva embodies couture codes

Katie Nichol
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Valentino’s Voce Viva embodies couture codes

Valentino Beauty’s (L’Oréal) new women’s fragrance launching this fall is housed in a modern flacon that features the Italian fashion house’s iconic studs and a new spin on its signature shade of red.

Designed by Valentino Beauty’s creative studio under the direction of creative director Pierpaolo Piccioli, the EdP and its pack embody the brand’s codes of “Color, Cool, Couture”.

Voce Viva is housed in a square glass bottle (Verescence, Pochet du Courval) topped with a collar and cap (Qualipac) adorned with Valentino’s iconic studs.

Groupe Pochet highlights the challenge of achieving an even distribution of glass for the bottle given its flat shoulders and its faceted aspect with two studs pointing to the inside of the flacon on both sides to mimic the silhouette of a couture dress in the center of the glass. The inverted studs on the sides of the flacon measure more than 10mm, adds Verescence Innovation Director Samuel Joachim. The glassmaker notes that the flacon was fire finished to accentuate its clarity without having an impact on its sharp angles.

While red has always been associated with Valentino, for the fragrance packaging Piccioli opted for a new shade tinged with pink, which is said to be more luminous and vibrant. The red adorns the sides of the lacquered cap that is decorated by selective galvanization, and is also used for the secondary packaging (Autajon). For Voce Viva, Valentino Beauty opted for Silgan Dispensing’s minimalist Melodie pump in gold with its invisible NoC dip tube.

Created by Firmenich perfumers Honorine Blanc and Amandine Clerc Marie, Voce Viva is a woody floral with notes of Calabrian bergamot essence, orange blossom absolute and crystal moss accord. Launching mid-September, the fragrance retails at €60 for the 30ml and €90 for the 50ml.

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BottleVerescence (30ml, 100ml), Pochet du Courval (50ml)

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Collar, CapQualipac

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PumpSilgan Dispensing

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BoxAutajon

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PerfumersHonorine Blanc & Amandine Clerc Marie (Firmenich)

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