Syncly Social Index
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Fragrance
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Valentino on video, September 2026
Valentino fragrance grew faster than any other brand in the fragrance panel in September 2026: its share of beauty video rose 43% from August. That growth, plus warm sentiment and strong reach, puts it second on the Syncly Social Index at 68.9, even though it has one of the smaller volumes. The new Vendetta duo drove much of the talk.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
This page covers Valentino fragrance on video only. A video counts when it names Valentino or Born in Roma and also uses a fragrance word. Momentum is Valentino's top component: share up 43% from August, the fastest in the panel. Sentiment also scores at the top: 48% of non-sponsored sampled videos were positive and none were negative. Reach is the highest in the panel, with 7.1% of videos passing 100k views.
Volume holds it back. Valentino has 8.5% of fragrance-panel mentions, the fourth-smallest share. Creator breadth is mid-pack, and 42% of sampled videos mentioned Valentino without naming it in the caption.
Key numbers
change in share of category videos vs. the prior month
Most-viewed Valentino videos
The most-viewed videos mentioning the brand this month.
A month of Valentino videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What Valentino videos are about
Sep 20 (33 videos), the busiest day: a bridal makeup ad finished with Vendetta Donna (1.1M views, watch).
Sep 16 (32): a Swedish retailer's fall picks included Vendetta Uomo and the Born in Roma Salty Pistachio mist (441K, watch).
Sep 13 (31): a baby-shower outfit video ended with 'today's scent is going to be Valentino' (97K, watch). Daily volume swung between 9 and 33 all month.
Born in Roma is Valentino's main fragrance line on video, in 302 September videos, with share up 14% from August. Its flankers show up by name: Extradose (52) and Coral Fantasy (51). The new Vendetta duo, for women and men, appears in 135 videos after a launch party at a 'Vendetta motel' in Los Angeles (watch). Vanilla (118 videos), sweet (81) and floral (67) are the most common scent terms.
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Born in Roma (all) | 302 | +14% |
Vendetta (Donna / Uomo) | 135 | |
Uomo (all) | 93 | |
Born in Roma Extradose | 52 | |
Born in Roma Coral Fantasy | 51 |
Top keywords
Top hashtags
Where and who
Instagram Reels carries 45% of Valentino fragrance videos, TikTok 34% and YouTube Shorts 21%. Paid partners are active: 31 of 202 TikToks carried the paid-partnership flag, and several large Instagram videos use #ValentinoBeautyPartner. Organic TikToks still broke out more often, with 9.9% passing 100k views against 6.5% of sponsored ones. YSL appears in 146 Valentino videos and Armani in 89, often in makeup routines that use all three beauty lines.
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
42% of sampled videos mentioned Valentino only in speech, on-screen text or the AI summary. In a 707K-view tier list, a reviewer calls a Valentino men's scent 'the best in the line, S tier' out loud, with no Valentino tag (watch). A 649K-view fragrance bracket shows Valentino on screen and pits Donna Born in Roma against Power of You (watch).
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Brands mentioned alongside Valentino
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.