Yves Saint Laurent (YSL) recently held an innovative make-up event, in partnership with World Duty Free Group (WDFG), to promote the launch of its Mascara Volume Effet Faux Cils Baby Doll. The animation incorporated an integrated digital experience.
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YSL’s Mascara Volume Effet Faux Cils Baby Doll event at Gatwick South |
From 22 May to 12 June, travellers at Gatwick South were invited by Beauty Advisors to enjoy an express Baby Doll make-over and have their picture taken in the YSL Baby Doll Photo booth.
Participants could choose between three different Instagram filters (Natural, Black & White and Baby Doll Pink Glow). They were then given a hard copy of the photo, and encouraged to post their pic on their Facebook and Twitter timelines, send it to their email accounts and share with friends and family.
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In addition to the 10cm x 15cm picture, travellers were given two other print-outs: a bookmark featuring a QR Code, which enabled them to access their picture on reaching their destination country; and information about the YSL Baby Doll gwp.
Ahead of the event, WDFG promoted the animation on its Facebook page. In addition, the Contentainment screens at London Gatwick South, Heathrow T3 and Heathrow T5 broadcast the Baby Doll Stop Motion video, which features supermodel du jour Cara Delevingne.
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