Valentino Beauty takes Born in Roma mists on a summer tour

Valentino Beauty is launching its Born In Roma Summer Fair Tour, bringing the campaign into multiple European cities through pop-ups and large-scale activations this month. The program is described as an immersive experience celebrating the launch of the new Born in Roma Hair & Body Mists. The tour runs across mainland Europe, excluding the UK, with interactive games, glowing installations, attractions, and scent-linked activations at each stop. The mists are offered in four scents: Golden Coconut, Caramel Crush, Vanilla Bliss, and Salty Pistachio, each paired with a fairground-style attraction such as duck fishing, balloon darts, a tin can alley, and a claw machine. The tour began in Paris earlier this month and is currently in Hamburg. It then moves to Athens (8-10 July), Madrid (8-12 July), Frankfurt (15-18 July), Lisbon (17-21 July), Dusseldorf (21-25 July), and Sotogrande near Cádiz (25-29 July).