AMERICAS. L’Oréal Travel Retail has pre-launched YSL MYSLF in Americas travel retail with a dynamic O2O takeover.
Yves Saint Laurent (YSL) Beauté is running over 135 MYSLF animations across Americas travel retail with DFS Group, Aer Rianta International and Avolta among others.
Key locations include New York, Los Angeles, Montreal, Rio de Janeiro and São Paulo.
In Latin America, the travel retail pre-launch will be followed by a domestic roll-out in January 2024.
With the MYSLF campaign, YSL Beauté Travel Retail is on a mission to ‘redefine masculinity within the fragrance industry’. It is described internally as Yves Saint Laurent’s “most trailblazing launch in years”.
The monochromatic animation spaces take travellers on a “journey of self-discovery” through different experiential zones. The animations are dressed in a sleek metallic colour palette, inspired by the metallic finish of the MYSLF fragrance bottle.
Mirrored bars encourage self-reflection and draw inspiration from the campaign starring American actor and YSL Brand Ambassador Austin Butler.
Touchpoints include photobooths, ‘Heroes behind MYSLF’ videos and exclusive gifts with purchase.
The MYSLF animation in New York John F. Kennedy (JFK) International Airport Terminal 4 is launched in partnership with DFS Group and is running from October to December.
A sample machine is a standout element of the animation and invites travellers to play to redeem QR codes with discounts and offers on ride-sharing platform Uber.
Thanks to its partnership with Uber, YSL Beauté is able to reach travellers going to JFK through premium ads in the Uber application. Riders can download a coupon on the app to receive an exclusive 10ml MYSLF sample at the JFK animation.
In the US, L’Oréal Travel Retail has partnered with online rating and travel booking platform TripAdvisor to boost pre-trip engagement for MYSLF. Travellers are able to discover the scent pre-trip via an online brand experience and competition on TripAdvisor that gives them the chance to win a trip to Paris, the birthplace of brand founder Yves Saint Laurent.
In Brazil, YSL Beauté teamed up with Avolta and Amadeus Travel to offer discovery, reserve and collect services. For the first time, YSL Beauté showcased a 3D OOH video, broadcast onboard Latam Airlines, which promoted the animation at São Paulo/Guarulhos International Airport.
“We are extremely proud of the success and momentum behind YSL,” commented YSL Beauté Travel Retail Americas Vice President/General Manager Marina Torres. “We see MYSLF as the next chapter for our acceleration and we strongly believe that it will follow the impressive results of Libre and Y.
“With such an incredible marketing mix, our vision was to take over the Americas and make this one of the most successful fragrance launches of our industry; taking full advantage of the travel retail exclusivity in Latin America to add value to our channel given that local markets won’t launch until 2024.
“This helps elevate the reason to shop at duty free stores; it gives the Beauty Advisors a great story to tell consumers and it also helps build awareness ahead of local market launch.”
MYSLF is YSL Beaute’s first floral woody masculine scent. The fragrance was designed as a generational statement and offers a new interpretation of masculinity, according to the brand owner.
The scent was inspired by a quote from brand founder Yves Saint Laurent, who said: “I’ve understood that the most important encounter in life was the encounter with myself.”
The scent opens with an intense bergamot accord, followed by an orange blossom heart and subtle woody base notes of patchouli. It comes in a sleek, minimalist black bottle in an elegant black monochrome palette.
The flaçon is made with recycled glass and comes in 100% refillable formats. ✈
