CHINA. YSL Beauty has hailed the success of a highly ambitious promotion held with China Duty Free Group (CDFG) earlier this year which saw the opening of a world-first YSL Beauty Light Club in cdf Sanya International Duty Free Shopping Complex’s Block C Global Beauty Plaza.
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle commented: “Our mission with YSL is to push boundaries and always propose a disruptive yet meaningful journey to our customers. This was our objective again with the world’s first Beauty Light Club that we brought to Sanya in March [2-29].
“Through our longstanding collaboration with China Duty Free Group, we are always thinking of new and exciting ways to engage with our customers. To celebrate the long-awaited opening of Block C, we were proud to be one of the first brands to activate at this prominent location, designing an exclusive O@O experience and offering the best of YSL products to the Hainan travellers.”
The pop-up, which took inspiration from the club culture of the 1970s and 1980s, celebrated YSL Beauty’s fusion of beauty and music and highlighted its triple-axis portfolio of makeup, skincare and fragrance. Dressed in purple and lit up with neon lights, the animation took shoppers on an immersive journey of discovery and self-expression.
The YSL Beauty Light Club journey experience began at the Beauty Shot Bar. It highlighted the brand’s latest innovation, the Night Reboot Serum, along with the Pure Shots range which the brand describes as ‘the ultimate stay-up-late solution’ for urban dwellers and partygoers.
Here, visitors were able to enjoy personalised skincare consultations using beauty tools that leveraged YSL Beauty’s Urban Skin Check Technology.
The next stage was the Fragrance Lounge, which was designed as an exclusive cocktail bar. Dozens of YSL Libre bottles decorated a feature wall, while the Les Vestiaire Des Parfums line marked its pop-up debut.
The Colour Bar, which showcased YSL Beauty’s lipstick lines, was decked out in an array of vibrant lip colours inspired by a night club dance floor.
In the Powder Room, visitors were able to unleash their inner DJ. They could choose any beauty look vinyl record, which was then curated to different musical vibes for a special makeover. The on-site YSL Beauty makeup artist then adapted the beauty look to suit each individual guest, offering a fully customised makeup experience.
During the promotion, YSL Beauty hosted several dynamic events which included DJ Beauty shows, retailtainment outposts and Look Sur Mesure makeup services.
The beauty shows were held during peak shopping hours on weekends and featured live music from a resident YSL Beauty DJ. They welcomed around 180 guests daily and highlighted the transformative power of YSL Beauty’s makeup products.
To deliver an omnichannel experience, YSL Beauty opened several retailtainment outposts throughout the cdf Mall. These included a sampling photobooth and lucky draw machine outpost, which attracted over 600 travellers daily.
These smaller scale yet impactful activations offered extra surprises to shoppers and incentivised them to visit the pop-up with exclusive offers. Once at the pop-up, customers were able to enjoy a special gifting experience and receive a Beauty Light Club-themed gift box. ✈
