Syncly Social Index
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Fragrance
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Valentino Born in Roma on video, September 2026
Valentino Born in Roma appeared in 302 short videos in September 2026, up from 231 in August, a 14% gain in share of beauty video. Still, it sat below June (383) and July (351). Paid content was a big part of the month: 14 of 50 sampled videos were sponsored, from a 'Born in Roma girl' casting skit to makeup tutorials that end with a spray. Organic fans praised compliments, the sweet gourmand flankers and the new Rendez-Vous Ruby.
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Key numbers
302
short-form videos mentioned it this month
change in share of beauty videos vs. last month
42%
of sampled videos mention it without a caption tag
50%
of sampled organic videos are positive
Most-viewed videos about Born in Roma
The most-viewed short-form videos mentioning the product this month.
Share of beauty videos mentioning Born in Roma
Monthly share of short-form beauty videos that mention the product, June to September 2026.
What videos say about Born in Roma
Creators treat Born in Roma as a family of scents. The top video is a paid casting for 'the next Born in Roma girl', matching finalists to Donna flankers. Several paid makeup tutorials close with a flanker, such as Purple Melancholia or Coral. Organic creators layer it, like Donna Extradose with Summer Fridays Sunlit Vanilla, or pick it for a role: the 'ultimate pink perfume', a date-night scent, or Valentino's best winter pick (Uomo Extrême).
The new Rendez-Vous Ruby got first looks from a creator who likes it more than the original, a reviewer who found the strawberry 'more natural' than expected, and The Perfume Shop's exclusive launch. Hair and body mists also appear, with four mists for four moods.
How creators open their videos
Top keywords
What people like
The strongest organic praise is about compliments. One creator says, 'not sponsored,' that the light pink Born in Roma lasts all day and gets her stopped, and another calls Uomo Born in Roma Intense 'easily the most complimented fragrance I've ever worn'. Scent words lean sweet and creamy: Purple Melancholia is 'sweet, powdery, unique for a designer', and Uomo Extradose is one creator's favorite from the line.
Praise themes
What people complain about
Complaints were few and mild. One creator says the best flanker, 'PP Pink', was discontinued and there are now too many colors. Another says Valentino's Vendetta 'gives Donna a run for her money' and warns that red juice could stain clothes. In a women's perfume bracket, Donna Born in Roma lost to Armani Power of You.
Complaint themes
Alternatives and dupes
Most dupe mentions were pitches. A creator gives away Bharara's PP Pink Vanille as a stand-in for the discontinued flanker, and another says Velixir's Paladin is 'in the family of Born in Roma'. The one side-by-side verdict went to the original: a Bath & Body Works mist was called 'uncanny valley Donna Born in Roma', meaning close but not quite there. Against YSL Libre Intense, a creator calls Born in Roma Intense the sexier choice and Libre the more polished one, without picking a winner.
Products named as alternatives
Where and who
Instagram Reels carried 47% of September Born in Roma videos, TikTok 32% and YouTube Shorts 22%. About 6% passed 100,000 views. The top 10 accounts made 13% of videos; a YouTube channel named Bo Dominican York (10 videos) and makeup creator Jacinta Spencer (14 across three accounts, mostly paid tutorials) were the most active. In the sample, 14 of 50 videos were sponsored or partnered, and half of the unsponsored videos were positive. The product or brand was named in the caption or hashtags of 58% of sampled videos.
Platforms
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Frequently asked questions
See how your products perform on video
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.