CHINA. L’Oréal Group-owned beauty and fragrance house YSL Beauté partnered with China Duty Free Group to launch the #ClaimYourLove campaign in Hainan on 20 May.
The date had a special significance. In Mandarin, 20 May is a homophonic acronym for ‘I love you’, making the special date China’s very own version of Valentine’s Day.
From 19-21 May, the partners hosted a spectacular Beauty Villa event at the Intercontinental Sanya which offered travellers a 360° O2O experience. The villa offered everything from live makeup demonstrations to DJ performances, a variety show and livestreaming broadcasts, while shining the spotlight on YSL Beauté’s All Hours Foundation range.
The All Hours Foundation line is made with a 24-hour longwear advanced formula that provides sweat-proof and transfer-resistant flawless coverage. The foundation’s oil-free formulation gives skin a long-lasting matte look and has also been enriched with a skincare complex and UV filter, leaving skin nourished and moisturised all day.
To set the ambiance, visitors to the poolside Beauty Villa enjoyed live music from renowned Chinese DJ/KOL Cara Kong. As an added O2O element, Kong’s performance was also livestreamed to her one million Weibo followers.
The villa also featured an interactive speakers-themed backdrop for travellers to take photos with and share on social media.
YSL Beauté professional makeup artists hosted several interactive beauty shows throughout the three consecutive days. In addition, visitors and hotel guests were invited to one-on-one flash makeup services, which enabled them to experiment with different 5.20 (20 May) beauty looks using YSL Beauté’s hero products.
This offer included the All Hours Foundation, Rouge Pur Couture The Slim and Mon Paris Intensément Eau de Parfum.
Beauty Villa guests also enjoyed many exclusive offers redeemable at YSL Beauté’s flagship store at the nearby Sanya International Duty Free Shopping Complex and on CDFG’s e-shop.
In collaboration with the retailer, the star-studded #ClaimYourLove launch event — held on 19 May — was livestreamed on CDFG’s Yizhibo platform, generating 10 million views online.
The dazzling variety show featured several noteworthy Chinese KOLs including William August, Kiki and Cara Kong. All three KOLs shared their best 5.20 YSL Beauté looks and highlighted the transfer-resistant and sweat-proof qualities of the All Hours Foundation.
Livestream audiences were also able to purchase their favourite YSL Beauté products by simply scanning a QR code during the broadcast.
“In collaboration with China Duty Free Group, I am extremely happy with the reception of YSL Beauté’s first- ever Beauty Villa party in Hainan,” said YSL Beauté Travel Retail Asia Pacific General Manager Youssef Benkirane.
“With a fully integrated online and offline experience, Hainan travellers were able to experience iconic makeup looks and discover our star products. With such an edgy, youthful and luxurious event infused with the DNA of YSL Beauté, it was the perfect way to celebrate love, music and beauty on 5.20.”
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