L’Oréal Travel Retail and CDFG feature YSL Beauty Light Club concept in Hainan
The YSL Beauty Light Club at cdf Sanya International Duty Free Shopping Complex’s Block C Global Beauty Plaza
Following the success of last year’s YSL Beauty Light Club, L'Oreal Travel Retail partnered with China Duty Free Group to bring the immersive experience to Hainan in March.
Located at the cdf Sanya International Duty Free Shopping Complex’s Block C Global Beauty Plaza, the month-long activation delivered exciting and exclusive experiences emulating the long-standing strong association of YSL with music and the best of the party night life.
They included pre-trip advertising to raise awareness about YSL Beauty Light Club and two mini club outposts strategically located in high traffic locations in Haitang Bay Block A and Block B. A YSL Beauty Club Elevator allowed customers to record dance moves accordingly to the different vibes on to the different floors and YSL Beauty Fragrance Bar also offered a bar top dice game, adding to the experiences while driving traffic to the main pop-up.
Beauty Light Club is said to be the epitome of YSL brand, showcasing coveted and desirable products across all categories from lips and make up icons, to fragrance and premium ranges like Les Vestiaire Des Parfums and Or Rouge.
Beauty Light Club Elevated
The Beauty Light Club welcomed guests with a striking heart-shaped arch at the entrance.
Welcome to the YSL Beauty Light Club
Radiating like a disco ball in the middle of the dance floor, this set the tone for an immersive journey which included the Silent Disco Fragrance Finder, Fragrance Bar, AI DJ Turntables and Powder Room.
Guests could enjoy a full-fledged club atmosphere enhanced by interactive ‘shopper-tainment’, including a first-ever exclusive AI-powered DJ linked with a personalized Look Sur Mesure makeup look service. A Silent Disco Fragrance Finder offered a multi-sensory scent experience, a bespoke mocktail bar featured recipes inspired by the ingredients in the brand’s fragrances like Libre, and live beauty shows highlighted YSL’s iconic looks.
Guests could also explore gift boxes, available exclusively at the YSL Beauty Light Club.
Shopper-tainment: The Future of Retail Experiences
Combining cutting-edge beauty and vibrant nightlife, the new YSL Beauty Light Club 2.0 welcomed a new era of beauty retail experiences. Embodying YSL Beauty’s bold and disruptive spirit, the AI-powered DJ took center stage as the ultimate ‘shopper-tainment’ feature. Using advanced AI technology, the DJ avatar analyzed guests’ music preferences and personal style through a short questionnaire before curating a signature YSL Beauty makeup look. Adding a personal touch, the DJ greeted guests by their nicknames, complimented their outfits, and even delivered a dynamic jam session tailored to their selected makeup look. To complete the experience, guests received a personalized print-out card featuring recommended products, inviting them to enjoy Look Sur Mesure, YSL Beauty’s exclusive complimentary makeup service, at the Powder Room. A digital version of the card was also provided, perfect for sharing this memorable journey on social media.
The AI-powered DJ took center stage as the ultimate ‘shopper-tainment’ feature
Staying true to the club-inspired atmosphere, the Silent Disco Fragrance Finder offered an electrifying and interactive way to discover the perfect YSL Beauty scent and was another key highlight of this activation. Guests were asked to slip on the signature YSL heart-shaped headset and embark on a personalized journey, answering a series of questions about their music preferences, personal style, and unique ethos. This immersive experience culminated in a tailored fragrance match, allowing guests to explore and wear the YSL fragrance that best embodies their individuality.
On weekends, YSL Beauty makeup artists took the stage with interactive 3-axis beauty shows that blend artistry, innovation, and luxury. These live demonstrations spotlighted YSL Beauty’s most sought-after products, guiding guests through the creation of signature makeup looks while incorporating expert skincare and fragrance recommendations. Each session provided valuable tips and techniques, allowing beauty enthusiasts to immerse themselves in the world of YSL Beauty and refine their own beauty routine.
Mini Club Outposts
The YSL Club Elevator and Fragrance Bar were more than just pop-up installations; they were vibrant, high-energy entry points into the YSL Beauty Light Club experience. Positioned in a prime location to capture high foot traffic, these interactive spaces enticed guests with free gift redemptions and seamlessly transitioned them to the main pop-up after they received their YSL Club VIP passes.
The YSL Club Elevator, in particular, was designed with a chic and playful aesthetic, and offered an immersive journey tailored for the Gen Z audience. Guests stepped through its mechanical doors into a world of pulsating lights and music, where pressing a button unlocked different ‘floors’, each embodying a unique scent from YSL’s Le Vestiaire des Parfums collection. From spontaneous dance moments and short video recordings to leaving a personal statement on the magic mirror using the YSL LOVESHINE digital pen, the elevator was a hub of excitement, engagement, and endless photo opportunities.
YSL Beauty Light Club 2.0 offered an elevated, disruptive beauty retail experience
Finally, in the Fragrance Bar, guests could indulge in bespoke mocktails crafted by professional bartenders, elevating the electrifying nightlife atmosphere with artistry and flair. This multi-sensory experience invited guests to unwind, socialize and immerse themselves in the dazzling world of YSL.
YSL Beauty Light Club 2.0 ushered in an elevated, disruptive beauty retail experience with its innovative O+O concept, blending the best of online and offline engagement. The experience offered a seamless journey through multiple touchpoints – from online media to interactive mini outposts, and ultimately to the main pop-up.
Marin Vialle, LÓréal Travel Retail Asia Pacific General Manager of Makeup Business Unit, said, “Thanks to our continued collaboration with China Duty Free Group, we are able to build on last year’s success and further enhance our customer’s retail experience. Beauty Light Club is a powerful brand concept cleverly played across all touchpoints designed for the new-age consumers with highly engaging experiences with an element of surprise.
“With the incorporation of AI technology and next-level personalization, this year’s Beauty Light Club offers new and unforgettable experiences for our customers while seamlessly integrating YSL Beauty iconic products into the customer’s journey. As always, YSL strives to push the boundaries and disrupt the game further.”
