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FRANCE. Yves Saint Laurent Beauté, owned by L’Oréal Groupe, has launched the exclusive Summer Beauty Oasis pop-up in Paris Charles De Gaulle Airport (CDG).
The animation — which is running from 15 June to 31 August — was launched in partnership with Extime Duty Free, the joint venture between Lagardère Travel Retail and Aéroports de Paris.
The exclusive concept highlights Yves Saint Laurent Beauté’s fragrance and makeup portfolio through several distinctive discovery zones.
The summer pop-up is inspired by the Majorelle Gardens in Morocco, one of brand founder Yves Saint Laurent’s favourite holiday destinations.
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The rich blue hue of the designer’s house in the Majorelle Gardens is the core motif of the space, while Moroccan tiles evoke the feeling of a riad (a traditional Moroccan house featuring an enclosed garden and courtyard).
Travellers can discover the brand’s three key fragrance pillars: Libre, Black Opium and Y.
They can then choose a fragrance and place it on an interactive table where a soothing wave appears on a digital screen before playing each line’s fragrance campaign. The chosen scent is simultaneously spritzed into the air, creating an immersive olfactive experience.
Afterwards, customers can personalise their fragrance purchases at a UV printing station which offers an array of exclusive Moroccan-inspired patterns especially designed for the pop-up.
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A dedicated beauty station invites travellers to sample different Yves Saint Laurent eyeshadow palettes, including a travel reatil-exclusive expression that was crafted specifically for the Summer Beauty Oasis campaign.
Beauty advisors are on hand to help customers achieve the makeup looks of their choice while also offering makeup tips and advice.
Elsewhere, a digital entertainment zone features a dedicated gaming application where customers can play a game to unlock special Yves Saint Laurent Beauté-branded rewards.
The Yves Saint Laurent Summer Beauty Oasis campaign also ran at Dubai International Airport until 14 July and Beirut Rafic Hariri International Airport throughout the same month. ✈