CHINA. L’Oréal-owned beauty brand YSL Beauté and China Duty Free Group (CDFG) have partnered to host their first-ever livestreamed outdoor poolside catwalk show in Hainan.
The outdoor runway show, held on 15 October, merged virtual with reality and celebrated YSL Beauté’s relaunched Le Cushion Encre de Peau compact foundation. The 60-minute livestream was broadcast on CDFG’s Yizhibo platform and reached an astonishing 12.5 million viewers.
The Le Cushion Encre de Peau — YSL Beauté’s best-selling compact cushion foundation — has been enhanced with a new YSL couture-inspired case. The new case design features a black chevron leather material with gold chain details and the YSL logo.
Its formula offers a long-lasting luminous matte finish with moisturising properties. It has also been equipped with an easy stamp applicator which is ideal for travelling and on-the-go touch-ups.
During the livestreaming event, the Le Cushion Encre de Peau was showcased through a live application demonstration by Chinese KOL-duo and real-life couple Ivy and Suye.
Ivy and Suye also graced the YSL Beauté catwalk, before joining CDFG hosts for a beauty talk and product review session. In addition to the relaunched compact foundation, the session also shone a light on YSL Beauté’s Top Secrets Instant Moisture Glow Moisturiser, Rouge Pur Couture The Slim Lipstick range and YSL Libre fragrance.
All the products featured are now available at CDFG’s Haikou Mova Store.
In a statement, L’Oréal Travel Retail Asia Pacific said: “The 60-minute livestream successfully attracted over 12.5 million viewers on the platform, a perfect demonstration of the brand putting innovation at the core of retailtainment in travel retail Asia Pacific.”
