Yves Saint Laurent (YSL) is supporting the Americas launch of its new pillar Manifesto feminine fragrance with an innovative artist animation.
The scent aims to represent a woman who is audacious, desired and admired, “free to express her artistic creativity”, according to the brand. In the advertising visual, the fragrance face, Jessica Chastain, is presented with her hands coated in purple paint.
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YSL’s “traffic-stopping” portrait artist airport animation | |
Accordingly, YSL has created a promotion whereby a portrait artist was invited into the airport shops at Miami International and Buenos Aires Ezeiza Airports, to create express sketches of travellers, which were then given as a gift. While the customers posed for their portraits (which took less than five minutes), a promoter presented the Manifesto fragrance to them.
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The eye-catching Manifesto ad, featuring face Jessica Chastain |
The animation was described by YSL as an effective traffic stopper and a great success. In Miami, on average the artist drew 30 portraits in three hours. In particular, the fragrance attracted a large number of Brazilian travellers. In Buenos Aires, the equivalent of a month’s fragrance sales were done within the first three days of the event.
Consequently YSL will roll out the animation to Los Angeles International Airport in the second half of the year.
[houseAd5]
