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Valentino

Founded 1960 · Valentino Garavani · Italy

Valentino's fragrance license has bounced around: Procter & Gamble through 2012, then Puig, and now it's part of L'Oréal Luxe. The catalog reset in 2018 with a heavy push behind Voce Viva, Donna Born in Roma, and Uomo Born in Roma, which together repositioned the house squarely at the loud, sweet, mass-feminine and amber-masculine markets. Earlier-era Valentino fragrances (Valentino Uomo Intense, Valentino Donna 2015) were quieter and more interesting, but the current direction prioritizes the social-content market: bottles built to look good on Instagram and project hard at clubs.

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