YSL has set up its first Beauty Zone at Barcelona Airport T1. On show until September 30th, this crossover podium presents the brand’s fragrances and make-up in an immersive setting.
YSL has chosen the busy summer months to launch its refreshing concept, the Beauty Zone. An interactive experience like no others welcoming customers in a futuristic environment designed to encourage change. Associated with the brand’s latest initiative “Push the Boundaries”, the Beauty Zone illustrates YSL’s desire to go further, to break the codes. It sets the trend for a new experiential destination as together; we push the boundaries beyond their limits – and never return to the beaten track again.
YSL installed its first Beauty Zone in the Barcelona Airport beginning of July to promote this powerful message in a unique, cutting-edge event. At the airport, a digital campaign catches more than a million travellers over the three months of animation to promote the exclusive event.
Supported by a geo-location partner, this campaign uses highly relevant ads to target the interested travellers and redirect them to the podium. Thanks to this precise technology, the campaign continues to show a great engagement rate from the audience and boosts traffic to the animation.
Strategically located at T1 DFT550, the innovative podium creates a futuristic aesthetic that perfectly conveys the edgy and disruptive brand DNA. The use of strong branding codes, bright neon lights and the placement of the luxurious product display guarantee an eye-catching appearance.
Kindly welcomed by Beauty Advisors, travellers are instantly immersed in the atypical setting while learning about the brand and the purpose behind this animation. More than a décor, the podium combines O+O experiences with Beauty Zone-themed gaming, specifically developed for this event.
Available directly on big touch screens, travellers have the option to play a Fragrance or a Make-up game and try to win exclusive gifts. Finally, the podium is meant for product discovery. The brand’s hero products are nicely displayed on attractive fragrance and make-up bars and can be tested freely.
From product testing to video games, YSL Beauty Zone creates a unique experience to win over visitors with its divergent concept and take over the airport.
As a final touch a major media campaign occupies the huge screens surrounding the podium and partakes in turning Barcelona airport into a YSL playground this summer 2022.
