L’Oréal Travel Retail is poised to roll out a ‘shocking’ Yves Saint Laurent promotion at Heathrow Airport.
The activation, which starts on 24 February and ends on 15 March, marks the co-launch of Black Opium Floral Shock and Mascara Volume Effet Faux Cils The Shock.
Using innovative ‘scentseal’ technology, customers will be able to discover Black Opium Floral Shock after turning a key on the perfume bar to subtly diffuse the accords in the new fragrance. Passengers will also have the opportunity to take a ‘selfie’ in front of one of two shattered mirror backgrounds before printing out their ‘shock’ photo.
The promotion will also enable travellers to immerse themselves in YSL’s universe of men’s fragrances, such as La Nuit de l’Homme and the latest version La Nuit de l’Homme Eau Electrique. According to L’Oréal, travellers “won over” by the experience will be given a miniature Black Opium Floral Shock, or a toiletry case for men.
The ‘shock’ event took place at Paris Charles de Gaulle Airport earlier this year.
Black Opium Floral Shock is described as “fresh and invigorating”. Fragrance notes include freesia, bergamot, sugary pear, a golden gardenia accord, orange blossom absolute and the Black Opium signature espresso coffee accord.
The fragrance bottle is a reinvention of the Cassandre and features the signature codes of Black Opium re-dressed in black glitter on a background of purple shards of ice.
Mascara Volume Effet Faux Cils The Shock is said to be thicker than any other YSL mascara. According to the brand, the product glides on smoothly without clumping and provides dramatic volume. It is available in three shades: Noir Asphalte; a deep, dark matte black, Bleu Underground; a smoky dark blue, and Bourgogne Brut; a deep red-brown with black undertones.
The mascara’s brush is wider than usual and has a curved symmetrical shape and four inner reservoirs cuts.
