SINGAPORE. L’Oréal Travel Retail has partnered with Changi Airport Group and The Shilla Duty Free to bring the YSL Beauty Light Club campaign to life through a striking activation across all four terminals of Changi Airport, centred on a major takeover at Jewel.
The Moodie Davitt Report Brands Director Hannah Tan and Publisher Irene Revilla were on location as the brand hosted a dazzling VIP event at Jewel Changi Airport today (15 May). Notably, YSL Beauty took over the Jewel Changi Skytrain with personalised greetings and lit up the Rain Vortex with its logo, officially launching the multi-sensory campaign at the airport.
This latest edition builds on the success of last year’s inaugural Light Club experience, expanding the brand’s presence and pushing further into high-impact, immersive ‘shoppertainment’.
The Beauty Light Club celebrates YSL Beauty’s deep-rooted ties to music and nightlife culture, offering a fully integrated O2O experience. The concept blends physical interaction, personalised digital tools and sensory engagement to captivate the experience-driven traveller, particularly Gen Z and Millennial audiences.
Visitors to Jewel Changi Airport Terminal 1 are greeted by the YSL Beauty Light Club pop-up. The entrance features YSL Beauty’s signature heart-shaped archway, leading to a club-inspired setting where an AI-powered DJ – debuting in Singapore – offers personalised makeup recommendations through an interactive digital consultation.
The YSL Beauty Light Club event featured the Silent Disco Fragrance Finder, a scent discovery activity where travellers don heart-shaped headsets and respond to personality prompts to be matched with a YSL fragrance. Immersive live makeup demonstrations from YSL Beauty artists took place throughout the event, spotlighting the brand’s hero products and encouraging product interaction. In addition, YSL Beauty created bespoke cocktails inspired by different hero products.
Satellite activations positioned across all four terminals further amplify the experience.
The YSL Beauty Light Club campaign continues at Jewel Changi Airport and across Changi terminals. More to follow on this story. ✈
Scroll to see more photographs from the YSL Beauty campaign
