An Americas first: Yves Saint Laurent Beauté pops up at LAX

Yves Saint Laurent Beauté has opened a pop-up outlet, its first in travel retail in the Americas, at Los Angeles International Airport (LAX). The ‘Dare to Stage L.A.’ event, in the Tom Bradley International Terminal, started at the beginning of July.

L’Oréal Travel Retail noted that LAX is one of the busiest airports in the USA and is one of the country’s most important corridors for Chinese travellers. Four Chinese influencers, with a combined 4.9 million followers, were invited to participate in the Yves Saint Laurent Beauté event.

The activation featured YSL Dare to Stage make-up videos in the main corridor. It also highlighted the latest YSL beauty trends and included an YSL lipstick DJ station. A ‘Make it yours’ station invited customers to customise YSL lipsticks, which included the brand’s Tatouage Couture, via L.A. stickers and an engraving service.

Virtual and live make up application services were offered and travellers could take ‘selfies’ in front of an ‘Instagrammable’ liptick wall. To add a further element of retail-tainment, Yves Saint Laurent Beauté also invited customers to perform.

“This pop-up event is a new illustration of a unique customer shopping experience, part of a memorable journey,” L’Oréal Travel Retail said.