L’Oréal Travel Retail Asia Pacific has partnered with The Shilla Duty Free to open the first Yves Saint Laurent Beauty Station pop-up in travel retail at Changi Airport.
The multi-dimensional Beauty Station pop-up made its debut at the Coachella Festival in California earlier this year.
A grand opening for the pop-up in Terminal 3 was held on 22 October in association with Changi Airport Group and The Shilla Duty Free Singapore. Hundreds of attendees including 19 KOLs (key opinion leaders) from Asia were invited to take part in an immersive evening.
The YSL Beauté Beauty Station pop-up features a digital game called #FuelYourBeauty in which travellers can redeem products. They can link their phones to an on-site digital ‘Fuel dispenser’ via a QR code, and are then challenged to ‘fuel’ a virtual lipstick via a digital pump in order to get a YSL coin token. This can be inserted at a ‘Beautymatic’ machine, where customers can redeem gifts such as lipstick sampling cards, fragrances, and mini charms.
Another key element is the ‘Beauty Market’. Here, customers can browse a curated selection of YSL Beauté’s signature face products, along with Rouge Volupté Shine lipsticks and Mon Paris perfumes.
The ‘Powder Room’ and ‘The Diner’ areas offer three-minute touch-ups by experts and the chance for customers to try the products for themselves.
Other features include a ‘Make It Yours’ bar which allows customers to enjoy a fully bespoke beauty experience, with personalised engraving and gift-wrapping of their purchases.
Chic temporary tattoos are being offered, while live band music performances were held during selected weekends in October. YSL Beauté Regional Makeup Artistry Manager Francis Lim will host live makeup demonstrations on selected dates in November.
“YSL has been pushing our boundaries in creating out-of-the-box ‘retailtainment’ for all beauty savvy travellers,” said YSL Beauté Travel Retail Asia General Manager Emily Coleman. “Through many previous successful collaborations with The Shilla Duty Free and Changi Airport Group, we are happy to once again bring such an exclusive and creative pop-up concept, YSL Beauty Station, in reinforcing our brands’ edginess and industry-leading position.”
The Shilla Duty Free Singapore Managing Director Jeff Lee added: “We’re very excited to bring this exciting Beauty Station pop-up to elevate the shopping experience and engage our customers here at The Shilla Duty Free Changi Airport store. We are looking forward to delighting our customers traveling through Changi Airport with this innovative new concept.”
Changi Airport Group Group Senior Vice President of Airside Concessions Teo Chew Hoon commented: “Changi Airport Group is thrilled to partner The Shilla Duty Free Singapore and Yves Saint Laurent to present this exclusive experiential pop-up at Terminal 3. Travellers get a unique chance to experience beauty in a multi-dimensional environment, such as challenging themselves at a digital game to redeem products, or interacting with professional make-up artists, creating memorable moments at Changi Airport.”
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, YSL Beauty’s story will also appear in coming days in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report.
Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media”
Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team.
Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy.