November 17 2023  |  Fragrances, Cosmetics, Skincare & Haircare

YSL MYSLF takes over Americas TR with avant-première

By Hibah Noor

Further elevating the consumer experience, a pop-up installation in JFK Terminal 4 features a sample machine; it will until December

YSL Travel Retail Americas launched MYSLF, the latest masculine fragrance, in its most extensive online and offline takeover to date. The fragrance made its avant-première debut in Latin America, where it is expected to arrive in local market only in Q1 2024.

YSL Beauty set out on a mission with this launch: to redefine masculinity within the fragrance industry. MYSLF is more than just a fragrance; it embodies a vision of the modern man, blending floral and woody notes.

According to the company, MYSLF is not just the new name, but a statement. Understood worldwide, it is first striking by its simplicity. MYSLF is the creation of a bridge of masculine & feminine with YSL at the center; it is a name for a new trail of progress.

The retail design, featuring over 135 animation spaces, is a powerful embodiment of unique and consistent brand codes. Mirror bars serve as a medium for breaking couture norms and encouraging self-reflection. The prominent use of black communicates the DNA of this "groundbreaking" launch, drawing inspiration from campaign icon Austin Butler. The bottle shape symbolizes the edgy design. Boundaries are pushed as consumers are invited to explore the refillable fragrance. A number of touchpoints including photo booths, videos and stands offer exclusive gift-with-purchase pouches enhance the experience.

In JFK Terminal 4, a pop-up installation running until December, further elevates the experience. Featuring a sample machine, it allows customers to engage as they pass by or redeem special QR codes in partnership with UBER.

L’Oréal Travel Retail Americas launched a O+O digital campaign in the USA and Brazil for the fragrance.

In the United States, a new step has been reached in its partnership with Tripadvisor where travelers can explore the fragrance pre-trip and participate in a sweepstakes for the chance to win a trip to YSL's birthplace, Paris. The brand also leveraged Uber to reach travelers heading to JFK, with premium ads via the Uber app. Riders could download a coupon for an exclusive 10-ml MYSLF sample at JFK's pop-up vending machine.

In Brazil, YSL partnered with Amadeus Travel and Avolta for discovery and reserve and collect options. For the first time, the brand showcased a 3D OOH video and introduced the first in-lounge activation. Plus, in Sao Paulo, YSL encouraged product discovery via a fun photo booth interaction. Brazilians also discovered a MYSLF video on LATAM Flights screens upon their return.

“We are extremely proud of the success and momentum behind YSL. We see MYSLF as the next chapter for our acceleration and we strongly believe that it will follow the impressive results of Libre and Y. With such an incredible marketing mix, our vision was to take over the Americas and make this one of the most successful fragrance launches of our industry; taking full advantage of the Travel Retail exclusivity in Latin America to add value to our channel given that local markets won’t launch until 2024. This helps elevate the reason to shop at Duty Free stores; it gives the Beauty Advisors a great story to tell consumers and it also helps build awareness ahead of local market launch” said Marina Torres, Vice President & General Manager, YSL Beaute Travel Retail Americas.

REGION Americas
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