YSL Beauté Travel Retail Asia Pacific in partnership with China Duty Free Group and The Shilla Duty Free, has featured YSL Infinite Star and New Year blessings activations across Asia Pacific markets.
Capturing the spirit of this new beginning, YSL Beauté offered travellers gifting options, exclusive products, and never-before-seen retailtainment such as an AR experience and phygital red packets.
To mark the success of this New Year campaign in Hainan and expand its reach to Chinese consumers across Asia, YSL Beauté celebrated the New Year in Haikou and Singapore, where there is a strong comeback of travellers post-Covid, with O+O New Year takeovers in February.
The pop-ups and activations in Haikou and Singapore provided experiences for travellers, including interactive live make-up shows and fragrance customisation at Libre Atelier.
Synonymous with empowerment and elevated luxury, the star motif was highly favoured by Saint Laurent and continues to lie at the heart of the YSL legacy. Throughout the years, this motif has been reinvented for different collections and in 2024, it has been redesigned, forming the infinite star. The New Year celebration came alive as the star returns in red and gold, embellishing customer touchpoints including digital assets, retail displays, gift boxes and the AR experience.
YSL Beauté also invited travellers to discover the new The Slim Mattes on Fire collection. The star shade is the #2024 Fiery Vermilion, an incandescent orange that’s infused with hot red undertones. Other products include the limited-edition red latex Touche Éclat Glow-Pact Cushion and Rouge Pur Couture.
In Haikou, travellers experienced an engaging pop-up in CDF Haikou Mova Downtown, offering a full range of the brand’s key products across makeup, skincare and fragrance categories, including premium franchises Or Rouge and Le Vestiaire des Parfums. With a strong focus on customer engagement, guests also enjoyed live onsite makeup shows by YSL Beauté makeup artists.
Travellers could also discover the YSL Infinite Star and New Year blessings in AR via the WeChat mini program. This allows customers to experience product animation, try their hands at putting together virtual gift boxes using YSL Beauté products, receive New Year greetings and redeem gifts in-store. YSL Beauté also introduced ultra-premium new year red packets decked out in the YSL Infinite Star and Cassandra logo as a gift with minimum spend.
At the Shilla Singapore Changi Airport events, guests were treated to interactive YSL Beauté Shows by makeup experts. There was a total of three shows per day on weekends, maximising the amount of exposure to travellers. Guests were able to choose the look to be demonstrated by the makeup artist before redeeming a gift after participation. Each make-up show featured expert tips in the creation of a YSL Beauté New Year New Look using the Touche Éclat Glow-Pact Cushion, Couture Mini Clutch #100 eye palette and The Slim #YSL2024.
Travellers transiting through Singapore Changi Airport Terminal 1 also enjoyed the fragrance customization service Libre Atelier at The Shilla Duty Free, an exclusive space where celebration meets craftsmanship. An artist was on hand to transform any gifting experience by applying gold, black or silver leaves to bottles of fragrances purchased.
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit, Marin Vialle said: “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 Beauté as the ultimate gifting destination for all travellers while ushering in the New Year with our customers.”