Valentino
Born in Roma Extradose Donna Parfum Pour Elle
Donna Born in Roma Extradose: the identity card of Valentino’s new nocturnal manifesto A new Born in Roma chapter After Donna Born in Roma (2019) and Born in Roma Intense (2023), Valentino continues its exploration of Roman femininity with Donna Born in Roma Extradose, unveiled in early 2025. The keyword Extradose designates here the highest concentration ever offered in the collection: 20% fragrance oils for extreme longevity and a potency claimed to be extra-addictive. Inspired by the saturated lights that plunge Rome into a burning magenta at dusk, perfumers Amandine Clerc-Marie and Honorine Blanc reinterpret the line’s jasmine-vanilla DNA by injecting it with an overdose of blackcurrant and rum set on a Madagascar vanilla more syrupy than ever.
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An “extra-defiant” manifesto
Valentino presents Extradose as the fragrance that captures the precise instant when the Roman night sets the eternal city’s palaces ablaze. In the digital campaign, Italian actress Benedetta Porcaroli rides through cobblestone streets on a fluorescent pink Vespa; each acceleration triggers an explosion of magenta sparks, a visual echo of the fuchsia rockstud bottle. The signature “WE ARE EXTRA” sums up the positioning: more color, more intensity, more freedom.
Identity card
• Official name: Donna Born in Roma Extradose – Le Parfum
• Brand: Valentino Beauty
• Launch year: 2025
• Perfumers: Amandine Clerc-Marie & Honorine Blanc
• Olfactory family: Floral – Amber – Gourmand
• Concentration: Parfum (≈ 20% fragrance oils)
• Signature notes: Blackcurrant pop, Rum accord, Jasmine grandiflorum, Syrupy vanilla, Soft amber
• Sizes: 10 ml, 30 ml, 50 ml, 100 ml (spray)
Olfactory DNA in brief
The pyramid plays on contrast: bright blackcurrant for the fruity facet, amber rum that offers a liquor-like warmth at the heart, jasmine sambac and jasmine grandiflorum for white sensuality, then extra-dose vanilla blended with an amber-light wood duo to extend the addiction until dawn.
Bottle: the rockstud goes neon pink
Faithful to the Born in Roma icon, the cubic bottle is now covered in a fuchsia “liquid metal” lacquer that reflects every glint of light. The famous pyramidal studs, direct references to the studs of Roman sandals, envelop the glass to form a jeweled casing. The neck is topped with a satin black cap ringed with a rose gold band, a nod to the balance between couture elegance and street audacity that defines the brand.
Positioning & target
Donna Born in Roma Extradose targets 18-35 year-olds who are fans of gourmand fragrances with strong personality: those who wear the fragrance as a pop-couture accessory and want to leave an extra sillage behind them. Designed for autumn evenings and urban getaways, the fragrance claims a gender-inclusive spirit: born in Rome but made for every nocturnal playground.
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The advertising
Advertisement: Donna Born in Roma Extradose lights up the Roman night in neon pink
A short film between glamour and street spirit
Directed by Harmony Korine, master of neo-pop
To elevate its new flanker to the rank of nocturnal icon, Valentino entrusted the camera to American filmmaker Harmony Korine. His film, We Are Extra, opens on Via Condotti plunged into electric magenta: the cobblestones seem to vibrate, the Trevi Fountain takes on a pink tint, and the eternal city becomes a saturated dreamscape. The heroine, played by Benedetta Porcaroli, tears through Rome on a fluorescent pink Vespa; each acceleration launches a geyser of glittering sparks that freeze in the air like fireworks in slow motion. In tight close-up, the pin of the rockstud bottle turns: a blackcurrant-rum cloud escapes, materialized by a bright pink halo that merges with the motorcycle’s taillights.
Electro-disco soundtrack by Purple Disco Machine
The exclusive track Roma After Dark combines disco basslines with samples of baroque bells; the drops conclude each floral explosion sequence. The chorus — “We are extra, born in Roma” — becomes the viral hook on social media. The image-sound synchronization heightens the film’s pulse: with every beat, the camera switches to strobe mode, breaking the fragrance spray down into thousands of neon pink pixels.
Print visuals: baroque Rome under a fuchsia filter
A shoot by Mert & Marcus
In studio, the iconic duo captures Benedetta against a digitally neon-lit Colosseum. In the key visual: a metallic pink mini dress, glitter boots and the 100 ml bottle as the sole accessory. The ancient columns cast mauve shadows, contrasting with the white typography reading WE ARE EXTRA. The Valentino logo stands out in rose gold, a direct nod to the ring encircling the cap.
Landscape and vertical formats
• Horizontal: bottle in close-up on the left, a low-angle portrait on the right, connected by a spray of pink glitter. • Vertical: the bottle occupies the central axis; around it, a swirl of stylized blackcurrants spins like a shooting star, symbolizing the fruity overdose of the juice.
Social rollout: TikTok, AR filters & 3-D OOH
#WeAreExtra Challenge
Valentino rolls out an AR filter: the user’s face is bathed in fuchsia rain, and a virtual button triggers the bottle’s detonation. In five days, over 180,000 UGC videos and 220 million organic views. The most creative ones recreate the pink Vespa out of cardboard, re-enacting the film’s scene in their living room.
Immersive 3-D screens
On the facade of Rinascente in Rome and at Times Square, a 3-D bottle bursts out of the screen; the pin ejects, a pink cloud advances toward passersby then dissipates to reveal the slogan. Motion sensors intensify the pace of the explosion as foot traffic grows, creating an interactive spectacle.
Reception & commercial impact
Record engagement
The official Instagram Reel reaches one million likes in 48 hours, surpassing the launch of Intense. Google Trends shows a +300% rise in searches for Born in Roma Extradose the week of release. The 30 ml size sells out on the Valentino e-shop by the fourth day, confirming the appeal of this extra flanker.
Press reviews & influence
Fashion media praise a pop-couture manifesto of a dreamed-up Rome; fragrance influencers applaud the boldness of the blackcurrant-rum duo, which reinvents the gourmand character without falling into easy sweetness. Lifestyle blogs, meanwhile, laud the campaign for its inclusive aesthetic and uninhibited tone, emblematic of Generation Z.