YSL Beauté’s eye-catching pop-up has travelled from the deserts of Palm Springs to the tropical shores of Singapore.
YSL’s Beauty Station was first seen at Coachella 2019 in Palm Springs – now its landed for the first time in a duty-free shopping environment at Singapore’s Changi Airport.
YSL Beauté first hosted the YSL Beauty Station and pop-up store in Cathedral City, California, located along Route 111 on the road to the Coachella music festival. The campaign featured Kaia Gerber and the brand’s Global Beauty Director Tom Pecheux. At the activation, which included a gas station-like beauty pop-up, visitors over the weekend could experiment with a virtual mirror to try on shades, shop a product vending machine and learn how to achieve two distinct YSL makeup looks. The YSL Beauty Station was equipped with pink gas pumps and a lipstick sign paying homage to its Rouge Volupte Shine lip colour. Along with product showcases, the activation included an area where visitors could customise their own YSL lipstick.
Now in Singapore – Come and explore the engaging digital games, products and beauty services at Changi Terminal 3 Departure Transit Hall from 11 October to 27 November 2019.
The First YSL Beauty Station in Travel Retail and duty-free worldwide:
The YSL Beauty Station takes you on a road trip to experience with many interactive activities to help you find your ultimate style
Step into the “Beauty Station” and start your experience with a digital game at the “Petrol Station” and redeem YSL gifts at the “Beautymatic Vending Machine” thereafter. Continue your experience at the “Beauty Market” where you can try out a selection of YSL beauty products and enjoy a three-minute touch-up with our beauty experts. Before setting off, stop by the “Make it Yours Bar” for some chic temporary tattoos, personalized engraving and gift-wrapping services for your purchases.
Vibing it up at the Station, there will be live music performances and drinks during selected weekends in October.
[UPDATE – 8 November 2019]
Ever since its debut at the Coachella Festival earlier this year at the heart of Palm Springs, the YSL Beauty Station’s incontestable success is now set to the tropical surroundings of Singapore Changi Airport’s Terminal 3. As the very first YSL Beauty Station pop-up in Travel Retail, the grand opening ceremony on 22 October – in association with Changi Airport Group and The Shilla Duty Free Singapore – was one of the most exciting and sparkling beauty event of a united 3-way partnership. The event successfully attracted hundreds of people to attend, and 19 KOLs from Asia were invited to be part of this event to create unforgettable memories at the outpost.
“YSL has been pushing our boundaries in creating out-of-the-box retailtainment for all beauty savvy travelers. Through many previous successful collaboration with The Shilla Duty Free and Changi Airport Group, we are happy to once again bring such an exclusive and creative pop-up concept, YSL Beauty Station, in reinforcing our brands’ edginess and industry-leading position,” says Emily Coleman, General Manager at YSL Beauté Travel Retail Asia.
“We’re very excited to bring this exciting Beauty Station pop-up to elevate the shopping experience and engage our customers here at The Shilla Duty Free Changi Airport store. We are looking forward to delighting our customers traveling through Changi Airport with this innovative new concept,” says Mr. Jeff Lee, Managing Director of The Shilla Duty Free Singapore.
“Changi Airport Group is thrilled to partner The Shilla Duty Free Singapore and Yves Saint Laurent to present this exclusive experiential pop-up at Terminal 3. Travellers get a unique chance to experience beauty in a multi-dimensional environment, such as challenging themselves at a digital game to redeem products, or interacting with professional make-up artists, creating memorable moments at Changi Airport.” says Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group.
#FUEL YOUR BEAUTY: BEAUTY GAMIFIED UNPRECEDENTEDLY
The YSL Beauté Beauty Station pop-up brings EXCLUSIVITY to the fore. As the first of its kind in Travel Retail, it pioneers the #FuelYourBeauty digital game and Beautymatic machine concept. The prominently displayed #FuelYourBeauty digital game draws customers into the pop-up’s welcome area. Encouraging customers to link their phones to the on-site digital “Fuel dispenser” via a QR code, participants are challenged to “fuel” a virtual lipstick via a digital pump in order to get the YSL coin token. With the YSL coin inserted at the “Beautymatic” machine, customers will be able to redeem gifts such as lipstick sampling cards, fragrances, and mini charms.
BEAUTY MARKET: A CURATED COLLECTION FOR HANDS-ON EXPERIENCE
Moving on to the attractively designed “Beauty Market” section, customers will browse through a curated selection of YSL Beauté’s signature face products, along with Rouge Volupté Shine lipsticks and Mon Paris perfumes, before heading to “The Diner” area to try the products for themselves.
POWDER ROOM: GET READY TO FLY
The “Powder Room” & “Diner Area” offer three-minute touch-ups by experts – ideal for jetsetters seeking to look their best with YSL star products before they get on-board.
“MAKE IT YOURS BAR”: BESPOKE GIFTING BEAUTY EXPERIENCE REDEFINED
Chic temporary tattoos offer the perfect branding opportunity, while the “Make It Yours Bar” allows customers to enjoy a fully bespoke beauty experience, with personalized engraving and gift-wrapping of their purchases. Adding to the vibe of the Station, live band music performances were held during selected weekends in October while drinks were served.
CREATING A BUZZ ACROSS REGIONS
With a live makeup demonstration by YSL Beauté’s Regional Makeup Artistry Manager, Francis Lim, on selected dates and time in November, the launch of the Beauty Station pop-up will be a magnet for beauty lovers. Delectable mocktails and live music complementing the expert makeup demonstrations, making the launch a one-of-its-kind event.
Mon Paris Holiday Collector 2019
Continuing the Mon Paris passionate love story, the limited edition “Mon Paris Collector” with the signature floral scent symbolizes the craziness and infatuation of love. Be one of the first to get this limited edition “Mon Paris Collector” exclusively at the YSL Beauty Station pop-up at Changi Airport.
Enjoy the following special offers when you purchase any YSL beauty product at the YSL Beauty Station pop-up:
– Receive a 4-piece gift set with minimum purchase of S$150 on YSL products.
– Receive a 4-piece gift set & a brush kit with minimum purchase of S$250 on YSL products.
– Receive a mini lipstick or lip gloss with purchase of any 3 products.
iShopChangi.com Exclusive deal:
Receive a 5-piece gift set with minimum purchase of S$150 of YSL products.
Copyright The Duty Free Hunter 2020