CHINA. YSL Beauté, owned by L’Oréal Groupe, has teamed up with China Duty Free Group (CDFG) for a spectacular O2O campaign at the cdf Haikou Mova Mall. The campaign, launched on 1 January, concludes tomorrow (15 February).
The 360-degree campaign, launched to coincide with the Chinese New Year holidays, features an immersive pop-up and glamorous opening ceremony with both online and offline reach.
The YSL Cassandra logo, the inspiration for the luxury house’s haute couture jewels, is the central motif of the animation. The festive red and gold pop-up shines the light on YSL Beauté’s makeup, fragrance and skincare best-sellers, underlining its positioning as a three-axis beauty brand.
The Immersive Room is a standout feature of the ‘Shoot for the Stars’ animation. The room features three modes: New Year, Dynamic Photocall and Interactive Game. The New Year mode invites customers to download personalised Chinese New Year blessings via a QR code; the Dynamic Photocall mode encourages visitors to take selfies for social media; and the Interactive Game mode gives visitors a chance to win product samples by playing the ‘Shooting Stars’ game.
A selection of special Chinese New Year gifts are available at the pop-up. This includes The Libre Eau de Parfum, ultra-premium OR Rouge skincare line and The Slim Vibing Nudes lipstick range which features new shades in an amber pearl finish. These are 35 Hard Brown and 316 Vibe in Amber.
OR Rouge is a new, vibrant red skincare line which marks YSL Beauty’s entry into the ultra-premium skincare category in Hainan. The Crème Essentielle is the hero product of the range and is showcased prominently throughout the animation. At the pop-up, shoppers can book one-on-one skincare consultations with YSL Beauté Ambassadors to discover which OR Rouge products are best suited for their skincare needs.
The YSL Rouge Sure Mesure, the brand’s new beauty tech innovation, is also available on-site. Created by the L’Oréal Technology Incubator, the device enables shoppers to create bespoke lip colours from thousands of lipstick shades.
In addition, the pop-up features virtual try-on in three different ways: The Shade Wheel, Shade Match and Shade Stylist. The Shade wheel lets visitors try on shades virtually, the Shade Match lets them pick up any real-life colour through a camera, while the Shade Stylist offers recommended shade matches.
A selection of festive gift sets are available at the pop-up featuring the YSL Beauté Cassandra star. As an added gifting element, shoppers can personalise their gifts using YSL Beauté UV printing and engraving services.
They can also choose from a variety of patterns and colours printed on various best-sellers including the Libre Eau de Parfum and Pure Shots Night Reboot Serum.
The ‘Shoot for the Stars’ animation was celebrated on 13 January with a spectacular opening ceremony both online and offline. The event featured celebrity live performances including a performance by Chinese rapper/dancer/singer Wang Ziyi, who performed his hits ‘99’ and ‘WOW’.
Wang is a member of Chinese pop group BBT and formerly a member of the group Nine Percent. He was 17 million followers on Weibo.
The event was livestreamed on cdf Haikou Mova Mall’s Weibo account, reaching 47 million views in an hour. The livestream incorporated real-time interactions with Wang’s fans and other celebrity guests in attendance through a live Q&A session.
All guests, both online and offline, participated in a fortune telling game to choose blessings to be shared with Wang. Every guest received a special wristband which changed colours and effects throughout the live performances. In addition, two lucky fans were selected to go onstage for a product demonstration of the YSL Beauté The Slim and Libre products with Wang Ziyi.
The inauguration ceremony was attended by executives from L’Oréal Travel Retail and China Duty Free Group. During the official inauguration of the pop-up, the YSL star lit up with festive lights, which was echoed by the hundreds of coloured wristbands in the audience. A spectacular light projection of shooting stars illuminated the centre of the podium, officially revealing the pop-up.
“Through our partnership with China Duty Free Group, we start strong in the new year by creating this engaging and disruptive retail experience for our Hainan customers despite the challenges during the pandemic,” commented L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle.
“Just like Monsieur Yves Saint Laurent’s unending quest for breaking boundaries, we will continue to elevate the shopping experience for our customers through best-in-class retail concepts and services like our exclusive Rouge Sur Mesure and UV Printing, in addition to an extensive range of star products.” ✈
