CHINA. Yves Saint Laurent (YSL) Beauté, owned by L’Oréal Groupe, has been celebrating the holiday season with a golden campaign in Hainan. The month-long campaign features three key activations honouring YSL Libre.
YSL Beauté ran two dazzling black and gold pop-ups in Sanya and Haikou throughout December. The first was in Sanya at the Hainan Tourism Duty Free Shopping Complex (HTDF) in partnership with Hainan Tourism Investment Duty Free Co. and Lagardère Travel Retail. The second ran at the Haikou Mova Mall in partnership with China Duty Free Group.
The HTDF animation was dressed in a gold and marble colour palette. The pop-up was a showcase for YSL Beauté and L’Oréal Travel Retail’s latest beauty tech innovations and immersive experiences.
A standout element was the YSL Rouge Sur Mesure, a personalised lip colour creator that enables users to create up to 4,000 lipstick shades. Other beauty tech features included the Urban Skin Check skin analysis tool and Virtual Try-On.
A local artist was on-site handcrafting Libre bottles into striking art pieces. Shoppers were able to choose from three metallic designs and have their bottles personalised with gold or silver leaf.
Further personalisation was available at the Printing Lab which offered engraving services. The pop-up was supported by a striking 3D animation on the giant LED screen outside the Hainan Tourism Duty Free Shopping Complex.
At the Haikou Mova Mall atrium, travellers were treated to an immersive YSL Beauté Holiday experience. The golden pop-up featured a giant tree installation, which was lit up during the holiday season.
On 16 December, YSL Beauté hosted a glamorous celebration at the Raffles Hotel Sanya which featured an array of immersive photo opportunities. The event, held in Lingshui Bay, offered a 360° experience of YSL Libre.
Guests were greeted by a 1.7 metre tall Libre bottle at the entrance, while a giant 8-metre YSL Beauté Holiday Tree enhanced the festive spirit inside the event space. Notable guests included YSL Beauté Makeup and Fragrance Ambassador Danny Li and over 100 of China’s top KOLs. Li had the honour of unveiling the giant YSL Libre bottle at the event.
Immersive rooms were placed throughout the space highlighting the different facets of YSL Libre. The ‘Indulge in Gold Room’ featured hundreds of Libre bottles suspended from the ceiling, collectively creating the illusion of a floating Libre bottle.
At the Banquet Table, guests were able to discover the YSL Beauté holiday campaign. Gold accents were featured throughout the table, which showcased popular YSL Beauté products.
In addition, dramatic YSL Beauté graphics were played across three giant LED screens at the main stage, creating an immersive visual experience for guests.
The event was livestreamed on YSL Beauté’s Douyin account and CDFG’s Weibo channel which generated a collective total of 16 million views. During the livestream, Li treated her fans to a special virtual concert, gave an exclusive interview and took audiences on a virtual tour of the festivities. The event culminated in a beach party, complete with a DJ performance.
YSL Beauté is also running a spectacular YSL Libre light projection in Haikou’s Qilou Old Street from 30 December to 5 January. Qilou Old Street is known for its eclectic and colourful architecture and is a popular tourist spot in Hainan.
“Watching the entire Yves Saint Laurent Beauté Holiday season come to life in Haikou and Sanya is a momentous occasion for Yves Saint Laurent Beauté in Travel Retail Asia Pacific,” commented L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle.
“With the star-studded signature event, takeover of Haikou Qilou Old Street and podium activations throughout Hainan, we hope to continue to engage and excite discerning Chinese consumers through immersive and one-of-a-kind experiences.
“We welcome all Hainan travellers to indulge in gold this holiday season, and to discover the many offerings we have at the various podium activities throughout the city.”
YSL Libre provides “a couture twist on a classically masculine style” and plays on the tension between masculine and feminine olfactory structures. The scent offers sparkling neroli and juicy mandarin top notes. ✈
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