FRANCE. YSL Beauty, part of L’Oréal Groupe, celebrated the launch of its Loveshine lipstick line with an experiential activation and VIP event in Paris, attended by Global Ambassador Dua Lipa.
The YSL Loveshine Factory animation ran in Paris from 26-27 March at 27 Boulevard Jules Ferry.
The Moodie Davitt Report was on location in Paris on 25 March for the unveiling of the beauty activation, which also featured a makeup masterclass led by YSL Global Beauty Director Tom Pecheux.
The YSL Loveshine Factory took guests on an immersive journey that showcased YSL Beauty’s Loveshine lipstick and Candy Glaze lip gloss collections. The dynamic pop-up was designed to appeal to Gen Z beauty consumers and features several memorable retailtainment elements.
A giant YSL Beauty love heart set the scene at the entrance and offered the perfect photo opportunity for visitors. Inside, the YSL Loveshine Factory was divided into distinctive zones: an Infinity Mirror room, a robot arm installation, olfactive bar, YSL Candy Shop and a Leave Your Love Note room.
The Infinity Mirror room was covered in mirrors inspired by the reflective gloss of the Candy Glaze collection. Elsewhere, a robot arm rotated different lipstick cases in front of guests, while an arcade room offered gamification via claw machines.
A chessboard installation served as an ideal photo opportunity for guests, while a candy shop offered free gifts and personalisation services.
In the Leave Your Love Note room, guests were invited to try various shades from the YSL Loveshine collection, write a personalised love note and seal it with a kiss, before putting the note inside one of the pink envelopes on the wall
L’Oréal Groupe launched two online experiences to promote the pop-up. The first was an augmented-reality experience accessed via a QR code in front of the factory and the second was a Snapchat filter that empowers users to virtually try on different lipstick shades.
In the evening, YSL Beauty transformed the Silencio nightclub in Paris into the YSL Loveshine Club. The event was attended by top media and influencers from all over the world. It featured special DJ performances and an appearance by YSL Beauty Global Brand Ambassador Dua Lipa.
Other noteworthy attendees included K-pop star Danielle from NewJeans; singer Sho Hirano from the boy band Number_i; actress Adèle Exarchopoulos; influencers Danielle Marcan, Sarah Lysander and Léna Mahfouf; as well as musicians Aitana and Daria Zawialow among others.
Shine of a gloss with the care of a balm: YSL Loveshine
The YSL Loveshine collection was launched in domestic markets globally in March and will debut in selected stores in global travel retail from May. It offers 12 lipstick shades and three lip gloss shades.
The YSL Loveshine lipstick promises the ‘shine of a gloss with the care of a balm’. It has been infused with fig pulp and six nourishing oils for elevated moisture.
Described as a ‘glazed shine lip gloss in a stick’, the YSL Loveshine Candy Glaze has a plumping effect on the lips and has been infused with Vitamin E, Hyaluronic acid and pomegranate extract. Its jelly-like texture imparts a glossy finish with a wet-lip effect.
The YSL Loveshine lipstick line is housed in a silver packaging featuring the brand’s Cassandra logo. ✈
