L’Oreal and Valentino have signed a worldwide long-term licence agreement for the creation, development and distribution of fine fragrances and luxury beauty under the Valentino brand.

Founded in Rome in 1960, Maison Valentino has Pierpaolo Piccioli as creative director and Stefano Sassi as CEO. Its most popular fragrances are Valentino Donna, Valentino Uomo and Valentina.

The agreement will be effective as of 1 January next, after customary regulatory approvals, if any.

“Valentino definitely will appeal to millennial consumers and ideally complements our brand portfolio,” says L’Oreal deputy-CEO Nicolas Hieronimus.