To support the launch of Valentino's new feminine perfume, L'Oreal Luxe called on agency BETC Etoile Rouge to create "Voce Viva," an integrated communication campaign revealed on September 17, 2020. For this new perfume, L'Oréal Luxe, VALENTINO and artistic director Pierpaolo Piccioli wanted to celebrate the power of the voice: as a means of expressing uniqueness, strength and instilling this power in others. To promote this universal message, VALENTINO collaborates with international icon Lady Gaga
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