L’Oréal Travel Retail has launched a digital Yves Saint Laurent beauty and fragrance pop-up store at London Heathrow Terminal 2.

The 20sq m space, located outside the World Duty Free store, will be open until 4 January. The pop-up invites travellers to discover YSL’s Black Opium and Y fragrances and new liquid matte lipstick Tatouage.

The pop-up aims to highlight the addictive nature of YSL Beauty’s universe with shareable, digital experiences

The pop-up features a number of digital elements which can be shared on social media. A YouCam iPad app enables travellers to virtually try multiple make‑up products and looks. Digital tutorials encourage customers to create new make-up looks before enjoying free makeovers by YSL Beauty make‑up artists.

A smart digital mirror adapts the light intensity to create different atmospheres, either daylight or night effect, to create the desired look.

Travellers can make “edgy, rock” GIFs at the Black Opium photo booth

The Tatouage pop-up element invites travellers to get tattooed. A tattoo artist will be present on peak traffic days to draw temporary tattoos and beauty advisors will offer temporary tattoo stickers and stencils every day. Passengers can then take a selfie in front of the tattoo brick wall.

On entering the pop-up, travellers will be given a token to insert into an ATM machine which delivers free Black Opium samples. They will then be invited to make GIFs at a photo booth in front of the Black Opium station.

Male travellers can discover the world of new fragrance Y via an oculus station. They can also print off their own personalised stickers to customise their suitcase, phone or notebook.

According to L’Oréal, famous influencers Amelia Liana, Lydia Millen and Ali Gordon have shared their experiences at the pop-up with their community on Instagram and on their blogs.