UAE. YSL Travel Retail EMEAI recently partnered with Dubai Duty Free to launch the updated masculine Y eau de toilette at Dubai International Airport (DXB).
The fragrance was showcased with an interactive pop-up in Dubai Duty Free CD Circle 2 in Terminal 1. The animation ran throughout March and has since moved to London Heathrow Terminal 5, where it will run until the end of April.
The omnichannel campaign engaged with travellers, before and during their trip. It started with social media teasers and a mobile game pre-trip, followed by the striking Y pop-up installation at the airport. The animation was supported by large scale, geo-targeted digital advertising at DXB which drove traffic to the pop-up.
The mobile game targeted 290,000 travellers during its run, while the digital media campaign at the airport was targeted at 220,000 travellers.
An immersive interactive floor is the standout feature of the animation. The new campaign film, starring American rock star Lenny Kravitz, also featured heavily in the space and immersed travellers into the world of Y Eau de Toilette.
The pop-up featured several retailtainment elements including an olfactory wall which showcased all of YSL’s global franchises.
Another highlight was the ‘Y Rock’ game, which invited shoppers to catch music notes to the tune of the Y campaign track.
The game could be accessed via QR code and was scalable to all the pop-up’s configurations. Y Rock was a first for the YSL brand in EMEAI travel retail.
According to L’Oréal Travel Retail, the Y masculine fragrance has consistently outperformed the market, reaching #3 in the US and #8 globally in terms of sales.
The newly-revamped masculine fragrance is a key image driver for the brand. The brand owner says that its rock and roll appeal — embodied by YSL Brand Ambassador Lenny Kravitz — attracts many male consumers.
The fragrance opens with bergamot and lemon top notes, earthy geranium, sage and juniper heart notes with musk and cedar notes as its base.
