CHINA. L’Oréal Travel Retail Asia Pacific and China Duty Free Group teamed up recently to launch the YSL Beauty Records pop-up in Haitang Bay. The revolutionary activation combines the worlds of beauty and music and featured make-up shows, live concerts and livestreaming to appeal to Hainan’s young and edgy luxury consumers.
The striking YSL Beauty Records pop-up occupied a high-profile 30sq m space at the Sanya International Duty Free Shopping Complex and offered a one-of-a-kind hybrid beauty and music experience. The concept, decked out in a bold black and red colourway, featured a suite of interactive digitalised elements.
Highlights included the ‘Beautymatic’ machine which enabled customers to redeem free YSL Libre edt samples by registering online, and the YSL Beauté Karaoke booth which invited shoppers to sing a song to take home a souvenir vinyl disc
More than 15,000 travellers visited the pop-up on 26 September to enjoy the live concert by Chinese singer Yamy who has over 6.9 million Weibo followers. Yamy’s high-energy performance entertained shoppers at the physical pop-up and was livestreamed to her Weibo followers reaching a record-breaking 43 million views.
Yamy also invited concert-goers to visit the pop-up and create their own YSL Beauté makeup looks using star products such as the Pure Shot Night Reboot Serum and Slim Velvet Radical lipstick.
“I am extremely happy to collaborate with China Duty Free Group to launch our first-ever YSL Beauty Records pop-up in Hainan,” commented YSL Beauté Travel Retail Asia Pacific General Manager Youssef Benkirane. “This activation offers Hainan travellers a unique and memorable experience with disruptive celebrity mini concert and livestream; we bring consumer experience and retailtainment to new heights.”
China Duty Free Group General Manager of Perfume & Cosmetics Central Merchandising Division Grace Wang added: “It’s a great opportunity to cooperate with YSL Beauté Travel Retail Asia Pacific in such a successful campaign, which attracted more traffic and attention for the location, and more importantly, it’s another great example of the partnership between CDFG and a premium designer brand.”
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