SPAIN. L’Oréal Travel Retail has unveiled the YSL Beauty Zone pop-up at Josep Tarradellas Barcelona–El Prat Airport Terminal 1. The pop-up, which launched in July, will run until 30 September showcasing the brand’s fragrance and makeup lines.
The YSL Beauty Zone is a futuristic, interactive experience which falls under the banner of YSL Beauty’s ‘Push the Boundaries’ campaign. The pop-up features bright neon lights and eye-catching displays which were inspired by YSL Beauty’s edgy and disruptive DNA.
The experience highlights YSL Beauty’s latest innovations through fun and engaging retailtainment elements, O2O capabilities and gamification.
Beauty advisors are on site to help travellers discover YSL Beauty’s hero products and to guide them through various zones. Using large digital screens, travellers can play a game to win exclusive gifts from YSL Beauty.
The animation is supported by a high-profile digital campaign which has been seen by over three million passengers to date during the animation’s three-month run. L’Oréal Travel Retail also teamed up with a geo-location partner to boost engagement using targeted ads with a call to action to visit the pop-up.
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