Valentino
Voce Viva
Voce Viva by Valentino, a radiant floral bouquet In September 2020, the Italian house Valentino celebrates the arrival of a new feminine fragrance named Voce Viva. Embodying much more than a simple scent, it is envisioned as a voice, ideally designed to spread a message across the world and touch the hearts of women.
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And since an event never comes alone, the Valentino brand also presented its new face of the campaign: the queen of pop and talented Lady Gaga. Highly inspiring, she perfectly accompanies the beauty of this floral juice. So, why not dive with her into this new fragrant whirlwind?
Voce Viva, a fragrance envisioned as a voice
To design his new fragrance, Pierpaolo Piccioli, creative director of Valentino, began by asking himself a simple question: What if a fragrance could evoke something other than a mere scent? This is how he envisioned a fragrance invoking one of the most intimate senses: the voice. After all, voice and fragrance have much in common. They are made to be noticed but also reveal a very intimate part of one's personality. Here, they unite and commit to women across the entire planet. From then on, the fragrance Voce Viva becomes an ode to femininity and its thousand faces. It gives voice to values of diversity and individuality. Highly colorful, bold and couture, it makes the woman who wears it radiant. According to its creator, Pierpaolo Piccioli: true power is that of sharing emotions. Voce Viva is a perfect demonstration of this…
The floral breath of Voce Viva by Valentino
To make femininity shine throughout the world, Voce Viva by Valentino stands out through its Italian and powerful notes, paired with an unprecedented crystal moss accord as well as a sumptuous floral bouquet. The harmony of this radiant bouquet gradually gains in power, ultimately carrying us into a world of delicacy and sensitivity, played out here with extravagance. Crafted by perfumers Honorine Blanc and Amandine Clerc Marie, Voce Viva opens with a blend of Calabrian bergamot and juicy, sweet mandarin. Its floral bouquet, in turn, stands out through a duo of orange blossom and gardenia. The whole is completed by the enveloping sensuality of a vanilla infusion coupled with crystal moss.
The highly couture style of the Voce Viva bottle
In terms of design, Voce Viva reclaims all of the Valentino brand's codes. An undisputed symbol of femininity, it stands out through its cubic shape. Crafted in elegant glass, it reflects light through a golden juice, revealing a V on its side panels. As a bit of trivia, this shape recalls that of Valentino's emblematic rockstuds. Moreover, these small pyramids are also present on its neck and its cap. The whole is also rendered in a bright red color, an iconic Valentino signature. As the emblem of the Italian house, red here navigates between provocation and elegance.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
The year 2020 is one to remember for the Italian house Valentino. Indeed, it could well mark one of the greatest feminine fragrances in its history. Named Voce Viva, its fragrance is one of the most anticipated of the fall season in the perfumery world… And for good reason: it comes with a prime ambassador, the singer Lady Gaga! A generous floral bouquet presented in a highly couture bottle, Voce Viva is a fragrance that embodies the power of the voice. The parallel between fragrance and the feminine voice is evident here. These are two ways of expressing one's personality to the eyes of all. So, what about the advertising campaign for Voce Viva by Valentino?
Why was Lady Gaga chosen as the face of the campaign?
Voce Viva tells us the story of a feminine fragrance conceived as a powerful woman's voice. This fragrance draws inspiration from freedom of expression, openness to others and the strength of words to leave an indelible mark in memory. From then on, calling on Lady Gaga to become the ambassador of this fragrance sounded like an obvious choice. A singer with an intense and vibrant voice, while possessing a fiery temperament, Lady Gaga is the very embodiment of the message Valentino wanted to convey. Moreover, she herself says she is completely won over by the symbol conveyed by this fragrance: Voce Viva is a very strong name. To me, it means that the voice is alive, in the broadest sense of the term, she explains. My voice, my strength… that slogan is so obvious. The voice is a force of nature, one that is itself of rare power. For Voce Viva, we made a beautiful film with a song from my new album. During filming, I felt strong, alive, hearing my voice echo through the forest as I sang. It was a real moment of magic, of freedom, a moment that I wish everyone could experience. Inviting women to express themselves freely, Voce Viva also comes with a slogan, My voice, my strength.
Harmony Korine's staging for Voce Viva by Valentino
The advertisement for Voce Viva by Valentino is set to the song Sine From Above by Lady Gaga and Elton John. Thus, this campaign opens with the young woman's appearance amid the trees, singing her own song. Dressed in a red Valentino haute couture gown, she appears naturally, wearing understated makeup. As she begins the first lines of her song, she then gives way to other models. Voce Viva is a fragrance that invites women around the world to free their emotions and express themselves openly. This is precisely what this advertising campaign conveys. After a minute-long ad, the film ends with a view of the Voce Viva bottle. Finally, while this advertisement bodes well for Valentino, ensuring it worldwide promotion on a global scale, it should be noted that it is also perfect timing for Lady Gaga, who is currently launching her brand new album. Named Chromatica, it is her sixth album.