ASIA PACIFIC. YSL Beauté Travel Retail Asia Pacific, part of L’Oréal Groupe, partnered with China Duty Free Group (CDFG) and The Shilla Duty Free for a series of ‘Infinite Star’ Lunar New Year activations in Hainan and Singapore, respectively.
The animations invited travellers to ‘celebrate their infinite power as a radiant star’. They featured gifting options, exclusive products, exciting retailtainment and augmented-reality (AR) experiences.
The campaign featured impactful O2O takeovers throughout February in Hainan and Singapore.
The YSL star motif was a favourite of Founder Yves Saint Laurent and served as the central motif of the Lunar New Year campaign. For 2024 it has been reimagined as an Infinite Star featuring repeating patterns.
The Lunar New Year campaign featured the red and gold YSL Infinite Star across consumer touchpoints, digital assets, retail displays, gift boxes and a dynamic AR experience.
The pop-up showcased the YSL Slim Mattes on Fire lipstick collection with a focus on the #2024 Fiery Vermilion shade. Other product highlights included the limited-edition red latex Touche Éclat Glow-Pact Cushion and Rouge Pur Couture lipstick line.
At the cdf Haikou Mova Mall pop-up, YSL Beauté underlined the power of is triple-axis portfolio by showcasing its makeup, skincare and fragrance heroes at live makeup shows. Led by YSL Beauté makeup artists, the shows highlighted premium YSL Beauté franchises such as OR Rogue and Les Vestiaire des Parfums.
YSL Beauté also hosted live makeup shows at Singapore Changi Airport in partnership with The Shilla Duty Free, hosting three shows per day on weekends. Travellers were able to choose the look to be demonstrated by the makeup artist before redeeming a gift for their participation.
Each live show offered expert tips on how to create different YSL Beauté ‘New Year, New Looks’ using the Touche Éclat Glow-Pact Cushion, Couture Mini Clutch #100 eye palette and The Slim #YSL2024.
Travellers going through Singapore Changi Airport Terminal 1 were also able to enjoy fragrance customisation services. The Libre Atelier in The Shilla Duty Free store offered an exclusive space where an on-site artist transformed customers’ fragrance bottles by applying gold, black or silver leaves.
According to L’Oréal Travel Retail, the Lunar New Year campaign underlined YSL Beauté’s strategy to create scalable, interactive activations that foster innovation to offer ‘top-tier retail experiences’ to engage consumers.
All the animations offered festive gifting with makeup, fragrance and skincare gift sets alongside special gifts with purchase and exclusive YSL Infinite Star gift boxes.
Extending the campaign’s reach online was the YSL Beauté Infinite Star AR experience, which could be accessed via a dedicated WeChat Mini Program. The experience invited users to experience the pop-ups virtually, put together virtual gifting boxes using YSL Beauté products, receive New Year blessings and redeem special gifts in-store.
For a minimum spend, shoppers received YSL Beauté-branded premium red packets designed with YSL Infinite Star motifs and the Cassandra logo. Customers were also able to send out personalised phygital red packets and customisable blessings via the AR experience on WeChat.
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marine Vialle commented: “Through our collaboration with partners like China Duty Free Group in Hainan and Shilla Duty Free in Singapore, we are excited to present new and engaging retail experiences to our customers.
“This year, we have once again taken things to the next level with eye-catching events like interactive live makeup demonstrations and for the first time ever, AR retailtainment. We are proud to position YSL Beauté́ as the ultimate gifting destination for all travellers while ushering in the New Year with our customers.” ✈
