TÜRKIYE. Yves Saint Laurent Beauty, owned by L’Oréal Groupe, has unveiled a MYSLF activation at Istanbul Airport in partnership with Unifree Duty Free and Gebr. Heinemann.
Yves Saint Laurent Beauty is running over 400 MYSLF animations across EMEA travel retail with other animations running in Amsterdam, London, Paris and Dubai from September to the end of October.
The vibrant retailtainment space at Istanbul Airport offers a journey of self-discovery through different experiential zones. The animation is dressed in a sleek metallic colour palette, inspired by the metallic finish of the MYSLF fragrance bottle.
The Myself Lab is a standout element and offers a personalised experience where travellers can customise their bottles using a UV printer.
MYSLF is Yves Saint Laurent Beauty’s first floral woody masculine scent. The fragrance was designed as a generational statement and offers a new interpretation of masculinity.
The scent was inspired by a quote from brand founder Yves Saint Laurent, who said: “I’ve understood that the most important encounter in life was the encounter with myself.”
The scent opens with an intense bergamot accord, followed by an orange blossom heart and subtle woody base notes of patchouli. It comes in a sleek, minimalist black bottle in an elegant black monochrome palette.
The flaçon is made with recycled glass and comes in 100% refillable formats. L’Oréal Travel Retail describes the scent as “Yves Saint Laurent’s most trailblazing launch in years”.
American actor Austin Butler, best-known for his starring role in the musical biopic Elvis, is the face for YSL MYSLF.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç commented: ‘’As Unifree Duty Free we are always committed to providing best products and services to our passengers in all our operations. On that account we are pleased to have Yves Saint Laurent Beauty on board for this special shopping experience.’’
“MYSLF is a modern fragrance that resonates with today’s world and offers an olfactory adventure at the crossroads of tradition and innovation,” added Gebr. Heinemann Marketing Director Jens Peter Peuckert.
“The new pop-up store reflects this notion perfectly. In line with our mission statement, it provides the travellers with an unforgettable and personal experience. Furthermore, it serves as a testament to our fruitful collaboration with Yves Saint Laurent Beauty.” ✈
