圣罗兰美妆春节期间推出“Shoot For The Stars肆意星年”系列活动
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今年春节期间，YSL圣罗兰美妆邀请游客体验“Shoot For The Stars肆意星年”系列线下活动，希望2023年有一个良好的开端。
YSL快闪店
为了以最盛大的方式庆祝，圣罗兰美妆亚太旅游零售和中免集团合作盛大推出了海南最具吸引力的线下活动。为了给顾客带来全方位体验，2023年1月1日至2月15日，圣罗兰美妆在CDF海口日月广场店举行了沉浸式快闪店活动，还举行了开幕式，吸引了众多线上、线下的观众观看。
整个活动的特色是有YSL Cassandra标识围绕，这是受到YSL高级时装和珠宝的启发。YSL美妆的化妆品、香水和护肤品，包括新的OR ROUGE系列，也以红色和金色的喜庆色调装饰。这款鲜明的红色护肤品系列的及时推出，也标志着该品牌大胆进军海南超高端护肤品市场，旗下Crème Essentielle成为该系列的明星系列。
线上+线下的创新营销活动
在1月13日举行的开幕式上，现场观众一睹令人兴奋的明星阵容，包括名人说唱歌手、舞蹈家王子异，他在微博上的粉丝超过1700万人。观众首先观看了DJ和舞蹈表演，增强了店内的热闹氛围。活动通过精心设计的节目，打破线上和线下的界限，让观看直播的粉丝和嘉宾实时互动，让所有人都能体验到活动氛围。
说唱歌手王子异
这场极具吸引力的直播打破了中免日月广场店的微博观看记录，一小时内观看量达4700万人次。线上粉丝通过大屏幕与王子异进行互动，线下嘉宾也能看到。到场来宾和线上粉丝参与了一个游戏，投票选出祝福与王子异分享。此外，每位嘉宾都收到了一个交互式腕带，它可以改变颜色和效果，以呼应舞台表演。观众中有两名幸运粉丝被选中上台与王子异一起进行圣罗兰Slim and LIBRE的产品演示，让大家非常兴奋。
接下来，王子怡演唱了他的两首热门歌曲《99》和《WOW》，随后受邀嘉宾被带上台，见证一个惊喜的揭幕仪式。在观众佩戴的数百个腕带的映照下，这位圣罗兰的明星点燃了热烈的庆祝灯光，而宏大的流星投影则朝着领奖台的中央闪耀，将所有的聚光灯都吸引到了整个领奖台的揭幕仪式上。
沉浸式体验区
以圣罗兰美妆的明星产品为特色，沉浸式体验区让到场消费者体验到了新年的氛围，嘉宾们被邀请体验三种互动模式。新年祝福模式让顾客扫描二维码就能下载个性化的祝福；动态拍照模式非常适合社交媒体朋友圈，互动游戏模式邀请嘉宾了解其标志性产品，并在捕捉“流星”的同时赢得品牌的样品和红包。
颠覆性的快闪店体验
为了让大家有一个难忘的零售体验，快闪店给顾客提供近距离接触YSL美妆标志性产品的机会，涵盖化妆品、香水和护肤类别。顾客们可以了解新年限定系列，包括琥珀珍珠色的SLIM小金条系列（35号和316号），以及标志性的LIBRE香水和全新高端护肤系列OR ROUGE藏金奢妍系列。此外，消费者还可以预约一对一的护肤咨询，体验OR ROUGE藏金奢妍产品系列。
智能调色仪口红打印机
快闪店还提供了YSL革命性的智能调色仪口红打印机。由欧莱雅科技利用最新的先进美妆技术创造的口红打印机，首次将唇色个性化带到消费者家中，震撼了整个行业。有了这项创新技术，顾客只需轻轻一点，就能创造出数千种定制的口红颜色。利用人工智能的强大功能，消费者以3种简单的方式了解和试色，即Shade wheel(虚拟选择和试色)、Shade match(通过相机选择现实生活中的任意颜色)和Shade stylist(获得推荐的色调以匹配个人形象)。
YSL美妆成为最理想的礼物选择。该系列礼物套装采用暗调的红色和金色，以光芒四射的YSL美妆星为特色提升了礼盒和红包的奢华度，这是新年送礼的完美之选。通过YSL 进行雕刻服务。他们可以从各种不同的图案和颜色中进行选择，并将印在LIBRE香水瓶或夜皇后精华等标志性产品上，在这个节日里成为真正个性化的礼物。
欧莱雅旅游零售亚太区化妆品业务部总经理Marin Vialle
欧莱雅旅游零售亚太区化妆品业务部总经理Marin Vialle表示，“通过与中免集团合作，尽管疫情期间面临挑战，我们还是在新年初就呈现出强劲的增长，为我们的海南客户创造了这种极具吸引力和颠覆性的零售体验。正如伊夫·圣罗兰先生对永无止境突破界限的追求，我们将继续通过一流的零售理念和服务提升顾客的购物体验，比如我们独有的Rouge Sur Mesure和UV印刷，以及广泛的明星产品。”
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SHOOT FOR THE STARS: YSL BEAUTÉ MAKES A BOLD START OF 2023 IN HAINAN
This New Year, Yves Saint Laurent (YSL) Beauté invites travelers to Shoot For The Stars and wish for a bold start of 2023.
To celebrate in the most boundless way, YSL Beauté Travel Retail Asia Pacific partnered with China Duty Free Group to proudly present the most engaging O+O campaign in Hainan. Designed to provide a full 360 experience, the New Year 2023 campaign culminated in an immersive pop-up at CDF Haikou Mova Downtown from 1 Jan to 15 Feb, with a highly interactive grand opening PR event that captivated audiences online and offline.
Featured throughout the campaign is a new signature star surrounding the YSL Cassandra logo, which was inspired by YSL Haute Couture jewels. Also adorned in festive shades of red and gold are YSL Beauté’s makeup, fragrance and skincare icons, including the new OR ROUGE range. The timely launch of this distinctly red skincare collection also marks the brand’s bold entry into the ultra-premium skincare market in Hainan, with its Crème Essentielle as the star of the range.
Shoot For The Stars – pop-up store
ONLINE + OFFLINE PR EVENT
For its grand opening event on January 13, guests were treated to an exciting line-up, including a live performance by celebrity rapper, dancer and singer, Wang Ziyi, who has over 17 million followers on Weibo. To kick things off, guests were treated to a DJ and dance performance that elevated YSL Beauté’s edginess. Breaking the boundaries of online and offline, the event experience was made available to everyone with a curated program designed to allow real-time interactions among fans watching livestream and event guests in attendance.
Rapper, dancer and singer, Wang Ziyi
The highly engaging livestream broke CDFG Mova Mall’s Weibo record, amassing 47-million viewership in an hour. Online fans interacted with Wang Ziyi through a real-time Q&A session made visible to offline guests via giant screen projection. All guests and online fans participated in a fortune-telling game to vote for the blessings to share with Wang Ziyi. In addition, every guest received an interactive wristband with changing colors and effects to echo the stage performances. And best of all, two lucky fans in the audience were selected to go on stage for a product demonstration of The Slim and LIBRE with Wang Ziyi, sparking great excitement.
Next, Wang Ziyi captivated the audience by performing two of his hits, “99” and “WOW”, before invited guests were ushered onto the stage for a surprise inauguration ceremony. The YSL star fired up intensely with celebratory flashing lights echoed by hundreds of wrist brands worn by audiences, while an epic light projection of shooting stars blazed towards the center of the podium, bringing all spotlight to the finale unveiling of the entire podium booth.
THE IMMERSIVE ROOM
Featuring the Yves Saint Laurent Beauté star, the immersive room enabled guests to experience a sparkling New Year. Guests were invited to explore the three modes available. Firstly, the New Year Greeting mode enables customers to download personalized blessings simply by scanning the QR code. The Dynamic Photocall mode is perfect for social media moments, and the Interactive Game mode invites guests to learn about iconic products and win product samples and red packets while catching “shooting stars”.
A DISRUPTIVE POP-UP EXPERIENCE
Promising an unforgettable retail experience, the pop-up offered shoppers the chance to come up-close with YSL Beauté’s iconic products across makeup, fragrance and skincare categories, elevating it as a 3-axis luxury beauty brand. Guests discovered the collection of New Year gifts, including The Slim Vibing Nudes in new shades featuring an amber pearl finish (35 Hard Brown and 316 Vibe in Amber), as well as the iconic LIBRE Eau De Parfum and the new ultra-premium skincare range, OR ROUGE. In addition, guests could book a one-on-one skincare consultation to experience the OR ROUGE range.
Rouge Sur Mesure
The popup also offered trial experience of Rouge Sur Mesure, YSL’s revolutionary made-to-measure lip color creator. Created by L’Oréal Technology Incubator with the latest advanced beauty technology, Rouge Sur Mesure has shaken the industry by bringing lip color personalization to the homes of our consumers for the first time. With this innovation, customers can create thousands of bespoke lipstick shades with a single touch. Tapping into the endless potential of AI, consumers explored and tried on looks in 3 simple ways, Shade wheel (choose and try on shades virtually), Shade match (pick up any real-life color through camera), and Shade stylist (get recommended shade to match or contrast your look).
YSL Beauté becomes the ultimate destination for the most desirable gifts. The collection of gift sets come in decadent shades of red and gold, featuring the radiant YSL Beauté star elevated in luxurious gift boxes and red packets, perfect for the New Year. Guests can also personalize their gifts, through the YSL UV printing engraving services. They can choose from a variety of different patterns and colors, and it will be printed on iconic products such as the LIBRE Eau De Parfum or the Pure Shots Night Reboot Serum, for a truly personalized gift in this festive season.
Marin Vialle, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific
“Through our partnership with China Duty Free Group, we start strong in the New Year by creating this engaging and disruptive retail experience for our Hainan customers despite the challenges during the pandemic. Just like Monsieur Yves Saint Laurent’s unending quest for breaking boundaries, we will continue to elevate the shopping experience for our customers through best-in-class retail concepts and services like our exclusive Rouge Sur Mesure and UV Printing, in addition to an extensive range of star products,” says Marin Vialle, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific.
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