Yves Saint Laurent Beauty, part of L’Oréal Groupe, is showcasing its latest masculine fragrance MYSLF with a show-stopping pop-up takeover in Europe and Middle East travel retail.
L’Oréal Travel Retail described the scent as “Yves Saint Laurent’s most trailblazing launch in years”.
Yves Saint Laurent Beauty is running over 400 animations across EMEA travel retail, inviting travellers to discover the MYSLF scent. It kicked off the campaign with a pop-up in Amsterdam Airport Schiphol in partnership with Kappé.
[Look out coming soon for an interview by The Moodie Davitt Report Chairman Martin Moodie with Yves Saint Laurent Beauté International General Manager Stephan Bezy conducted in Paris earlier this month]
This is followed by animations in key airports in Paris, London, Istanbul and Dubai running from September to the end of October.
The vibrant retailtainment space in Amsterdam Airport Schiphol offers a journey of self-discovery through three different experiential zones: Find Yourself, Themselves Behind and Myself Lab.
The first is an interactive game, which invites users to find the words that represent them the most. The second takes travellers on a deep dive of MYSLF guided by Yves Saint Laurent Brand Ambassador Austin Butler and the perfumers who created the scent.
Myself Lab offers a personalised experience where travellers can customise their bottles using a UV printer.
MYSLF is being promoted through a comprehensive media campaign running across all traditional and digital channels throughout participating airports.
MYSLF
MYSLF is Yves Saint Laurent Beauty’s first floral woody masculine scent. The fragrance was designed as a generational statement and offers a new interpretation of masculinity.
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. The name of the scent, MYSLF, was chosen as it has Yves Saint Laurent’s initials in the middle. ✈
