The Jewel Rain Vortex provided a captivating pre-trip destination for the YSL Beauty Light Club activation.

L’Oréal Travel Retail Asia Pacific and The Shilla Duty Free Singapore have joined forces to launch the first Total Changi x YSL Takeover, giving rise to an immersive Beauty Light Club concept spanning all four Changi Airport terminals.

The high-impact activation, which ran from 18 April to 25 May, had its main outpost in Terminal 1, with satellite activations throughout the other terminals, amplified by a stand-out experience at Jewel Changi Airport from 12-19 May.

TRBusiness was in attendance to witness the activation being brought to life, at a special event on 15 May.

The initiative was designed to amplify engagement by combining data-led precision, targeted demographic activations and cross-platform collaborations with partners to create a ‘seamless and impactful consumer journey’.

The YSL Beauty Light Club was the beating heart of the activation, described as a ‘disruptive, multi-sensory retail experience designed to resonate with travellers across every touchpoint’.

The campaign leveraged real-time consumer insights and ecosystem data to tailor each terminal experience to passenger profiles in order to help drive driving maximum engagement, spend and brand impact.

At Changi Airport’s Jewel Rain Vortex indoor waterfall, which attracts more than 28 million foreign visitors every year, travellers were entertained by the YSL Beauty Light Club AI-powered DJ experience, which pointed them to iShopChangi, the online pre-order platform of Changi Airport, as well as to experience the in-terminal activations.

The takeover formed a connected experience across all four terminals, with each activation caters to different traveller profiles.

The main Beauty Light Club outpost at Terminal 1, and the satellite activations across Terminals 2, 3 and 4, gave travellers the chance to experience YSL Beauty from multiple touchpoints, with L’Oreal Travel Retail’s ‘shopper-tainment’ experience especially crafted to captivate shoppers during their dwell time.

Passengers could discover YSL Beauty’s most popular and newest products through interactive activities such as the AI-powered DJ, as well as the custom designed YSL’s Light Club Elevator Photobooth, a personalised fragrance-finder Silent Disco experience and bespoke Cocktail Bar with a menu inspired by top Asian travel destinations.

The experience at Jewel Changi Airport ran from 12 -19 May.

YSL Beauty’s takeover marks its first-ever pentarchy collaboration in Singapore with The Shilla Duty Free Singapore, Changi Airport Group (CAG), KrisFlyer, Grab, and Meta, with each partner bringing its own expertise to the customer journey, from CRM targeting and ride-to-airport offers, to data-driven ad personalisation via Meta’s platforms.

“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, said Jesus Abia, Managing Director, L’Oreal Travel Retail Asia Pacific..

“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 travellers on a deeper level, personalising their journey and offering unparalleled access to the world of YSL Beauty.”

At Jewel, travellers could discover the YSL Beauty Light Club AI-powered DJ experience that led them to iShopChangi and prompted them to experience the in-terminal activations.

For travellers, the engagement began before they arrived at the airport and connected online discovery with offline experiences, with the goal of maximising brand visibility and conversion across consumer touchpoints.

For example, Changi Rewards and KrisFlyer databases were leveraged for personalised CRM campaigns, while ride-hailing partnerships via Grab used location-based targeting to target travellers heading to Changi Airport.

Furthermore, the collaboration with Meta ensured precision targeting of lookalike audiences to generate both online engagement and offline store traffic.

“The YSL Beauty Light Club activations across all four Changi Airport terminals integrate entertainment, technology, and personalised engagement to deliver a myriad of exciting activities for travellers to immerse themselves in,” said Hung Jean, Managing Director, Airside Concessions, Changi Airport Group. 

“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.”

The HPP at T1 featured an AI-powered DJ and Powder Room, among other elements.

Changi travellers were also the first in Asia Pacific to experience the new Le Vestiaire Des Parfums collection, a range of fragrances inspired by the style and spirit of Monsieur Saint Laurent.

Anchoring the haute parfumerie wardrobe was the new Muse Inspiring Ink, which pays tribute the the muses he crafted his masterpieces for.

Also available to discover was the new range of Le Vestiaire Des Parfums scented candles, which take their cue from places that shaped to Monsieur Saint Laurent’s creative world: Paris, Marrakech and New York.

Features of the T2 satellite activation.

This new activation model is, says L’Oréal TRAP, 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 behaviours of the travellers passing through each terminal.

The AI-powered DJ at the centre of T1’s YSL Beauty Light Club drew upon advanced AI technology with the DJ avatar analysing guests’ music preferences and personal style to curate a signature YSL Beauty makeup look for them.

The DJ was also able to greet guests by their nicknames, compliment them on their outfits and deliver a ‘jam session’ tailored to their selected makeup look.

To complete the experience, guests also receive a personalised print-out card featuring recommended products, inviting them to enjoy Look Sur Mesure, YSL Beauty’s complimentary makeup service, at the Powder Room. They are also given a digital version of the card for sharing on social media.

Left: Le Vestiaire Des Parfums fragrance bar at T2. Right: The immersive YSL Club Elevator in Terminal 3.

In line with the Changi-first approach, travellers could discover the renewed Le Vestiaire Des Parfums collection at the fragrance bar while sipping bespoke cocktails inspired by popular Asian travel destinations.

Plus, on weekends there were live demonstrations by YSL Beauty’s makeup artists spotlighting sought-after products along with tips and techniques.

As mentioned above, each satellite activation concept was distinctive in catering to different traveller profiles. For example, guests traveling through Terminal 2 were able to experience the YSL Maison Fragrance Bar and could browse the brand’s full range of products across skincare, fragrance and make-up.

Getting the party started at Jewel.

The immersive YSL Club Elevator in Terminal 3 had interactive features with pulsating lights, music and scent discovery. Travellers could press the different buttons to explore different ‘floors’ and the corresponding scents from the Le Vestiaire des Parfums collection.

Ideal for photo opportunities, guests were invited to capture spontaneous dance moments, record short videos and leave personalised messages on the interactive ‘magic mirror’ while showcasing their favourite party look featuring the YSL Beauty Loveshine lipstick.

Finally, the Silent Disco Fragrance Finder in Terminal 4 offered a personalised quiz about music preferences, personal style and individual ethos, with guests receiving an individual fragrance match.

From L-R: Singapore Airlines Krisflyer Partnership Manager Joyce Seah; Grab Regional Head, Managed Enterprises Justin Halim; L’Oreal Travel Retail Asia Pacific Marketing Director Lin Yanjia; Changi Airport Group Managing Director Jean Hung; L’Oreal Travel Retail Asia Pacific Managing Director Jesus Abia; L’Oreal Travel Retail Asia Pacific General Manager Marin Vialle; The Shilla Duty Free Singapore Vice President Managing Director Jeff Lee; L’Oreal Travel Retail Asia Pacific Chief Marketing Officer Chao Siv-laing; Meta Managing Director Cindy Tan.

“The Shilla Duty Free is thrilled to partner with YSL Beauty on this electrifying Light Club experience in Singapore,” said eff Lee, VP, Head of International Business, The Shilla Duty Free. 

“This innovative concept perfectly aligns with our commitment to offering travellers 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.”

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