Yves Saint Laurent Beauté has opened a pop-up outlet, its first in travel retail in the Americas, at Los Angeles International Airport. The ‘Dare to Stage L.A.’ event, in the Tom Bradley International Terminal, started at the beginning of July.
L’Oréal Travel Retail noted that Los Angeles is one of the busiest airports in the USA and is one of the country’s most important corridors for Chinese travelers. Four Chinese influencers, with a total of 4.9 million followers, were invited to participate in the Yves Saint Laurent Beauté event.
The activation featured YSL Dare to Stage makeup videos in the main corridor, highlighted the latest YSL beauty trends and included a YSL lipstick DJ station. A ‘Make it yours’ station invited customers to customize YSL lipsticks, which included the brand’s Tatouage Couture, via L.A. stickers and an engraving service.
Virtual and live makeup application services were offered and travelers could take ‘selfies’ in front of an ‘Instagrammable’ lipstick wall. To add a further element of retailtainment, Yves Saint Laurent Beauté also invited customers to perform.
“This pop-up event is a new illustration of a unique customer shopping experience, part of a memorable journey,” L’Oréal Travel Retail stated.
*More images of the activation below plus a short video on how the brand took over key advertising spaces at Los Angeles Airport.
This story originally appears on The Moodie Davitt Report.