CHINA. Taking customers on a “personalised beauty and gifting journey – with a touch of rock and roll”. That was the mission for L’Oréal Travel Retail Asia Pacific last month when it partnered with China Duty Free Group (CDFG) to bring an exclusive YSL Beauté pop-up to the CDF Mall in Hainan’s Haitang Bay.
The Make it Yours pop-up, which ran until 30 June, was centred around a bold red and black shipping container housing live music performances. Every weekend for the pop-up, acclaimed indie rock band SIXI performed four live shows per day.
The shipping container housed a personalisation and gifting zone, where customers could purchase and customise a range of YSL Beauté products and Mon Paris fragrances. The shipping container also contained an E-Drum, which lit up an LED screen with YSL Beauté icons when hit.
L’Oréal Travel Retail Asia Pacific General Manager of YSL Beauté Emily Coleman said that in the mission to build a “love brand“ with Yves Saint Laurent Beauté, “everything we do begins and ends with our customers, and this spectacular new pop-up is no exception”.
CDFG Director of Perfume & Cosmetics Terry Chua described the latest YSL Beauté expression in the Sanya Haitang Bay store as “another world-class concept and experience for our customers”.
