SOUTH KOREA. Lotte Duty Free and Yves Saint Laurent Beauté’s recent Star Lounge customer invitation event has so far achieved 220 million social media impressions.
The partners said there was an “electric buzz” at the ‘YSL Beauty Hotel’ event among the 2,366 “stylish, experience-hungry VIPs, influencers and celebrities on the guest list”. Some 24 Chinese KOLs [Key Opinion Leaders] attended and helped generate the social media interest, mainly from livestreaming.
K-pop group 2PM took part in an interview and Q&A session with the audience while singer Hwang Qi Yeol performed for attendees.
The event ran between 1 and 3 August and celebrated the grand opening of a Yves Saint Laurent Beauté e-Shop on lottedfs.com. Different hotel-themed experiential areas were featured for guests to explore during their ‘stay’.
Room 1978 was named for the year in which Yves Saint Laurent Beauté first launched its beauty collection. Guests were encouraged to record their own videos atop a plush bed, in the style of the brand’s celebrity ambassadors.
The Mon Paris room used virtual reality technology to offer guests a 360° panoramic view of an upside-down Paris on multi-faceted screens. The Lip Room celebrated the brand’s lip line, and presented a pink retro design filled with lip-shaped decorations and arcade games.
Every customer was also given a ‘check-in wristband’ with NFC (near-field communication) capability, giving them access to all event-related data, such as information about the products being displayed, photos, videos and game scores.
“We are extremely proud and excited to unveil the first ever collaboration between Yves Saint Laurent Beauté and Lotte Duty Free in our new million-dollar Star Lounge. This event will be the first of its kind in Asia,” said Lotte Duty Free Vice President of Merchandising Division SK Lee.
“We have brought together some of the most creative minds in the industry to surprise our VIP customers with a one-of-a-kind event that had been in development for many months. YSL Beauty Hotel is an audacious, disruptive and over-the-top experience for our VIPs, celebrities, and KOLs in the beauty industry. This was the first of many events to surprise our customers shopping at Lotte Duty Free.”
