L’Oréal Travel Retail, YSL Beauty Light Club and The Shilla Duty Free in Changi Airport ‘takeover’
From left to right: Singapore Airlines Krisflyer Partnership Manager Joyce Seah; Grab Regional Head, Managed Enterprises Justin Halim; L’Oréal Travel Retail Asia Pacific Marketing Director Lin Yanjia; Changi Airport Group Managing Director Jean Hung;L’Oréal Travel Retail Asia Pacific Managing Director Jesus Abia; L’Oréal Travel Retail Asia Pacific General Manager Marin Vialle; The Shilla Duty Free Singapore Vice President Managing Director Jeff Lee; L’Oréal Travel Retail Asia Pacific Chief Marketing Officer Chao Siv-laing and Meta Managing Director Cindy Tan
L’Oréal Travel Retail Asia Pacific, in partnership with The Shilla Duty Free Singapore, unveiled a pioneering activation model with the first-ever Total Changi Takeover by YSL Beauty from April 18 to May 25.
The activation spanned all four terminals of Changi Airport and included an experience at Jewel Changi Airport from May 12 to 19.
According to L’Oréal Travel Retail, this initiative redefined beauty engagement in the travel retail channel, combining data-led precision, targeted demographic activations, and cross-platform collaborations with leading ecosystem partners to create a seamless and impactful consumer journey.
At the heart of the activation was the YSL Beauty Light Club, a disruptive, multi-sensory retail experience designed to resonate with travelers across every touchpoint. The campaign leveraged real-time consumer insights and ecosystem data to tailor each terminal experience according to passenger profiles—driving maximum engagement, spend, and brand impact.
The YSL Beauty Light Club at Jewel Changi Airport
Located within Changi Airport, the Jewel Rain Vortex is the world’s tallest indoor waterfall and attracts over 28 million foreign visitors every year, forming the ultimate pre-trip destination for the YSL Beauty Light Club activation. Travelers were able to experience the YSL Beauty Light Club AI-powered DJ experience that lead them to iShopChangi, the online pre-order platform of Changi Airport as well as to experience the in-terminal activations.
Offering travelers a unique, connected experience across all four terminals, each activation catered to different traveler profiles. The main Beauty Light Club outpost was located at Terminal 1, while satellite activations across Terminals 2,3 and 4 provided travelers with the opportunity to experience YSL Beauty from multiple touchpoints, for the most disruptive and game-changing retail experience.
Recognizing that travelers spend an average of an hour at the airport, L’Oreal Travel Retail designed this innovative “shopper-tainment” experience with YSL Beauty to captivate and connect with them. Consumers could discover YSL Beauty’s iconic and newest products through interactive activities like an AI-powered DJ, a custom designed YSL’s Light Club Elevator Photobooth, personalized fragrance-finder Silent Disco experience and bespoke Cocktail Bar with menu inspired by top Asian travel destinations.
The Pentarchy Vision
The Pentarchy vision is L’Oreal Travel Retail’s omni-channel multi-partners strategy, redefining the airport as an engaging destination and place of exciting experiences. YSL Beauty’s takeover marked its first-ever pentarchy collaboration in Singapore with The Shilla Duty Free Singapore, Changi Airport Group (CAG), KrisFlyer, Grab, and Meta.
Each partner contributed a unique strength to the unified customer journey—ranging from CRM targeting and ride-to-airport offers, to data-driven ad personalization via Meta’s platforms. This innovative collaboration began before travelers arrived at the airport, offering a seamless and integrated journey, connecting online discovery with offline experiences, and maximizing brand visibility and conversion across consumer touchpoints. For example, Changi Rewards and KrisFlyer databases were leveraged for personalized CRM campaigns, while ride-hailing partnerships via Grab used location-based targeting to target travelers heading to Changi Airport. The collaboration with Meta ensured precision targeting of lookalike audiences to generate both online engagement and offline store traffic.
On weekends, YSL Beauty’s makeup artistry came into focus as the YSL Beauty’s team of experts put on a makeup show specially catered to airport’s fast-moving traffic
Changi travelers were also the first in Asia-Pacific to experience the new Le Vestiaire Des Parfums collection, a range of exceptional fragrances inspired by the style and spirit of Monsieur Saint Laurent. Anchoring this exquisite haute parfumerie wardrobe was Muse Inspiring Ink, a new scent that encapsulates Monsieur Saint Laurent’s ideals and salutes the muses for whom he crafted his masterpieces.
The Le Vestiaire Des Parfums collection has expanded beyond personal fragrances into the realm of home scents. Through this range of scented candles, guests were invited to extend their fragrance journey into their everyday living spaces. The candles pay homage to the places closest to Monsieur Saint Laurent’s heart—Paris, Marrakech, New York— evoking the spirit and soul of cities that shaped his creative world.
The Beauty Light Club captivates with shopper-tainment
This new activation model marked the first time all four terminals of Changi Airport have been activated in a unified campaign, with each experience tailored to meet the distinct preferences and behaviors of the travelers passing through each terminal.
At Terminal 1, the YSL Beauty Light Club served as the centerpiece of the takeover, offering an elevated retail experience that resonates strongly with image-conscious local travelers and visitors from North Asia. Featuring an eye-catching entrance, immersive installations, and an AI-powered DJ, the space was designed to draw in travelers who are seeking unique moments.
Embodying YSL Beauty’s bold and disruptive spirit, the AI-powered DJ took on the role as the ultimate shopper-tainment feature
Using advanced AI technology, the DJ avatar analyzed guests’ music preferences and personal style before curating a signature YSL Beauty makeup look. Adding a personal touch, the DJ greeted guests by their nicknames and even delivered a dynamic jam session tailored to their selected makeup look. To complete the experience, guests also 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.
Keeping in line with the Changi-First approach, travelers could discover the renewed Le Vestiaire Des Parfums collection at the fragrance bar while indulging in bespoke cocktails expertly crafted by professional bartenders. These cocktails, inspired by popular Asian travel destinations, elevated the electrifying nightlife atmosphere with artistry and flair.
On weekends, YSL Beauty’s makeup artistry came into focus as the YSL Beauty’s team of experts put on a makeup show specially catered to airport’s fast-moving traffic. These live demonstrations spotlighted the most sought-after products as YSL Beauty’s renowned makeup artists provided valuable tips and techniques. Each session highlighted YSL Beauty’s commitment to innovation, artistry and luxury while allowing beauty enthusiasts to immerse themselves in the world of YSL Beauty and refine their own beauty routine.
Satellite activations across Changi Airport Terminals 2, 3 & 4
Each satellite activation concept was unique and catered to different traveler profiles, ensuring that all travelers would get to experience the YSL Beauty Light Club. For example, guests traveling through Terminal 2 experienced the YSL Maison Fragrance Bar. They were invited to indulge in a sensory olfactory journey as they sampled YSL fragrances and discovered their signature scent within a chic bar setting. Located right beside YSL Beauty counter, guests were able to browse the brand’s full range of products.
YSL Travel Retail Asia Pacific and The Shilla Duty Free Singapore partnered to launch the first Total Changi x YSL Takeover, a Beauty Light Club concept spanning all four Changi Airport terminals
The immersive YSL Club Elevator in Terminal 3 took customer engagement to the next level, thanks to interactive features that transported guests into a world of pulsating lights, music and scent discovery. Designed with discerning travelers in mind, the YSL Club Elevator included different buttons that allowed guests to explore different ‘floors’ and the corresponding scents from the Le Vestiaire des Parfums collection. Guests were invited to capture spontaneous dance moments, record short videos and leave personalized messages on the interactive magic mirror for a shareable social media moment—all while flaunting their favorite party look that featured the YSL Beauty Loveshine lipstick.
Staying true to the club-inspired atmosphere, the Silent Disco Fragrance Finder in Terminal 4 offered an electrifying and interactive way to discover the perfect YSL Beauty scent. Through a personalized quiz about their music preferences, personal style and individual ethos, guests could receive their unique fragrance match, allowing them to experience the YSL fragrance that is best suited to their individuality.
Disruptive & game-changing innovation
Jesus Abia, Managing Director, L’Oreal Travel Retail Asia Pacific, said, “This groundbreaking pentarchy collaboration marks a pivotal moment for L’Oréal Travel Retail Asia Pacific, establishing a new paradigm for consumer engagement within the travel retail landscape. We are particularly delighted to partner with The Shilla Duty Free Singapore, a key player in creating this synergistic approach, which allows us to connect with travelers on a deeper level, personalizing their journey and offering unparalleled access to the world of YSL Beauty.”
Marin Vialle, L’Oreal Travel Retail Asia Pacific General Manager of Makeup Business Unit, commented, “YSL Beauty has always been a brand synonymous with edginess and innovation. With the YSL Beauty Light Club, we’re thrilled to bring this disruptive and iconic experience directly to our audience. This activation perfectly embodies the couture spirit of YSL, pushing boundaries and creating unforgettable moments that resonate with today’s consumer.”
Hung Jean, Managing Director, Airside Concessions, Changi Airport Group, added, “The YSL Beauty Light Club activations across all four Changi Airport terminals integrate entertainment, technology, and personalized engagement to deliver a myriad of exciting activities for travelers to immerse themselves in. We are delighted to host these outposts at Changi Airport, enriching the passenger experience, and at the same time, allowing shoppers to engage with the YSL brand in a novel way as they explore the range of exclusive products.”
Jeff Lee, VP, Head of International Business, The Shilla Duty Free, said, “The Shilla Duty Free is thrilled to partner with YSL Beauty on this electrifying Light Club experience in Singapore. This innovative concept perfectly aligns with our commitment to offering travelers unique and engaging retail experiences. The YSL Beauty Light Club raises the bar for beauty in travel retail, blending cutting-edge technology with YSL’s iconic style, and we’re confident it will resonate deeply with our discerning customers.”
