SINGAPORE. L’Oréal Travel Retail Asia Pacific, in partnership with The Shilla Duty Free and Changi Airport Group, completed the first ‘Total Changi Takeover’ for the YSL Beauty Club campaign.
The campaign, which ran from 18 April to 25 May, spanned all four terminals at Changi Airport for the first time. It also included a high-impact activation at Jewel Changi Airport on 12-19 May.
The activation revolved around the YSL Beauty Light Club, a multi-sensory pop-up concept tailored to each terminal’s distinct passenger demographics.
By drawing on ecosystem data and real-time insights, the experience was adapted to drive maximum engagement, basket size and brand impact.
Terminal 1 hosted the main Light Club installation, while satellite activations in terminals 2, 3 and 4 ensured widespread exposure across the airport.
At Jewel Changi Airport, visited by 80% of travellers before departure, the Light Club featured an AI-powered DJ and was seamlessly connected to iShopChangi, the airport’s online pre-order platform.
Notably, the partners lit up the Jewel Rain Vortex with the YSL logo and broadcast personalised greetings on the sky train during the VIP and KOL event held on 15 May.
The Jewel Rain Vortex, claimed to be the world’s tallest indoor waterfall, attracts over 28 million foreign visitors every year.
The Moodie Davitt Report Brands Director Hannah Tan and Publisher Irene Revilla were on location in Jewel Changi Airport last month for the VIP event, also attended by KOLs and top executives from L’Oréal Travel Retail, The Shilla Duty Free and Changi Airport Group.
Total Changi Takeover
Terminal 1, home to the central YSL Beauty Light Club location, offered a bold retail experience targeting travellers from North Asia. An AI-powered DJ served as the campaign’s ‘shoppertainment’ centrepiece, analysing each visitor’s music preferences and personal style before curating a tailored YSL makeup look.
The DJ avatar welcomed guests by nickname, complimented their fashion sense and concluded with a curated jam session and a printed product card, directing them to the in-store Look Sur Mesure makeup service.
A digital version of the card enabled sharing across social media. The installation also featured a fragrance bar and cocktail station, where bartenders created bespoke drinks inspired by popular Asian travel destinations.
Weekend live makeup demonstrations added a dynamic element to the T1 animation. Led by YSL Beauty makeup artists, the sessions showcased key product lines while offering practical techniques and trend insights. The performances reflected the brand’s emphasis on artistry, luxury and innovation, while capturing the attention of travellers at Changi.
Each satellite activation concept catered to different traveller profiles, ensuring all travellers enjoyed a personalised experience of the YSL Beauty Light Club.
In Terminal 2, the YSL Maison Fragrance Bar offered a relaxed and premium environment for guests to explore the house’s fragrance portfolio.
Positioned adjacent to the YSL Beauty counter, the space encouraged guests to sample hero scents, learn about different skincare products and test makeup, such as Le Cushion Encre de Peau. This satellite outpost provided a multi-sensory immersion for travellers keen to explore beauty at their own pace.
Terminal 3 featured the YSL Club Elevator, a club-inspired sensory space where guests pressed different floor buttons to discover various Le Vestiaire Des Parfums fragrances. The interactive experience included a magic mirror where visitors could record videos, snap photos and leave personalised messages turning scent discovery into a vibrant, shareable social moment.
Terminal 4 hosted the Silent Disco Fragrance Finder, an activation that blended personalisation with entertainment. Travellers completed a fragrance quiz via wireless headsets, answering questions about music preferences, style and personality to receive a tailored scent recommendation.
Pentarchy in action
The campaign also marked the debut of YSL Beauty’s Pentarchy collaboration model in Singapore. The five-way partnership was between The Shilla Duty Free Singapore, Changi Airport Group, KrisFlyer, Grab and Meta.
KrisFlyer and Changi Rewards data supported personalised CRM campaigns, while Grab offered location-based ride-to-airport promotions. Meta’s platforms powered lookalike targeting and ad personalisation, helping to build brand awareness and conversion both online and in-store. Together, the partners delivered a seamless consumer journey from home to terminal.
The takeover was anchored by the Le Vestiaire Des Parfums collection’s Asia Pacific travel retail premiere. Inspired by the muses and legacy of brand Founder Yves Saint Laurent, the range features Muse Inspiring Ink – a fragrance celebrating the maison’s creative spirit.
The collection also extends into the home with a series of scented candles evoking Saint Laurent’s favourite cities: Paris, Marrakech and New York. These additions expand the brand’s olfactory universe beyond traditional fragrance.
Raising the bar for beauty
“The Shilla Duty Free is thrilled to partner with YSL Beauty on this electrifying Light Club experience in Singapore,” commented The Shill Duty Free Vice President and Head of International Business Jeff Lee.
“This innovative concept perfectly aligns with our commitment to offering travellers unique and engaging retail experiences. The YSL Beauty Light Club raises the bar for beauty in travel retail, blending cutting-edge technology with YSL’s iconic style, and we’re confident it will resonate deeply with our discerning customers.”
L’Oreal Travel Retail Asia Pacific Managing Director Jesús Abia added, “This groundbreaking Pentarchy collaboration marks a pivotal moment for L’Oréal Travel Retail Asia Pacific, establishing a new paradigm for consumer engagement within the travel retail landscape.
“We are particularly delighted to partner with The Shilla Duty Free Singapore, a key player in creating this synergistic approach, which allows us to connect with travellers on a deeper level, personalising their journey and offering unparalleled access to the world of YSL Beauty.”
“YSL Beauty has always been a brand synonymous with edginess and innovation,” added L’Oreal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle.
“With the YSL Beauty Light Club, we’re thrilled to bring this disruptive and iconic experience directly to our audience. This activation perfectly embodies the couture spirit of YSL, pushing boundaries and creating unforgettable moments that resonate with today’s consumer.”
Changi Airport Group Managing Director Airside Concessions Hung Jean said, “The YSL Beauty Light Club activations across all four Changi Airport terminals integrate entertainment, technology and personalised engagement to deliver a myriad of exciting activities for travellers to immerse themselves in.
“We are delighted to host these outposts at Changi Airport, enriching the passenger experience, and at the same time allowing shoppers to engage with the YSL brand in a novel way as they explore the range of exclusive products.” ✈
