A bold New Year 2023 campaign by Yves Saint Laurent (YSL) Beauté, in partnership with China Duty Free Group, has given rise to a record-breaking Weibo livestream for CDFG Mova Mall, which attracted 47 million viewers in just one hour.
The interactive livestream was part of the grand opening event for the engaging online and offline (O+O) Shoot For The Stars campaign, which features an immersive pop-up at CDF Haikou Mova Downtown in Hainan that is running from 1 January to 15 February.
At the opening event on 13 January, guests were treated to an exhilarating line-up of entertainment, including a live performance by celebrity rapper, dancer and singer Wang Ziyi, who has over 17 million followers on Weibo.
Next, a DJ and dance performance brought an edgy ambience to the experience, which was open to everyone thanks to a curated programme that allowed real-time interactions among fans watching the livestream, as well as event guests in attendance.
Online fans interacted with Wang Ziyi through a real-time Q&A session, made visible to offline guests via giant screen projection.
Plus, all guests and online fans participated in a fortune-telling game to vote for New Year blessings to share with Wang Ziyi.
Every guest received an interactive wristband with changing colours and effects to echo the stage performances.
Plus, 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 extra excitement.
Next, Wang Ziyi performed two of his hits, 99 and WOW, before invited guests were ushered onto the stage for a surprise inauguration ceremony to mark the Shoot For The Stars campaign.
At the heart of the celebrations was the new Yves Saint Laurent Beauté signature star surrounding the YSL Cassandra logo, which was inspired by YSL Haute Couture jewels.
The star was illuminated by flashing lights, once again echoed by the wrist brands worn by the hundreds of audience members.
A dazzling light projection of shooting stars blazed towards the centre of the podium, as the podium booth was unveiled.
Following the big reveal, guests were invited to explore the three modes available.
Firstly, the New Year Greeting mode enables customers to download personalised blessings by scanning the QR code.
Next, the Dynamic Photocall mode can be utilised to create social media moments.
Finally, the Interactive Game mode invites guests to learn about iconic products and win product samples and red packets while catching ‘shooting stars’.
“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,” said Marin Vialle, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific.
“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.”
The pop-up itself presents YSL Beauté’s hero products across make-up, fragrance and skincare.
Visitors can shop 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 Libre Eau De Parfum and the new ultra-premium skincare range, Or Rouge.
One-on-one skincare consultations, focusing on the Or Rouge range, are available to book.
The pop-up also offers a trial experience of Rouge Sur Mesure, YSL’s made-to-measure lip colour creator, which has been brought to life thanks to the latest beauty technology.
With this, customers can create thousands of bespoke lipstick shades with a single touch.
Tapping into AI, consumers can discover and try on looks in three simple ways: through the shade wheel (choose and try on shades virtually); shade match (pick up any real-life colour through camera); and shade stylist (get recommended shade to match or contrast your look).
Especially for the New Year campaign, YSL Beauté’s make-up, fragrance and skincare icons, including the new Or Rouge range, are adorned in festive shades of red and gold.
Its timely launch marks the brand’s entry into the ultra-premium skincare market in Hainan, with its Crème Essentielle the star of the range.
Shoppers can also browse and buy the collection of red and gold New Year gift sets featuring the YSL Beauté star on luxurious gift boxes and red packets.
Gifts can be personalised with the YSL UV printing engraving services, which invites consumers to choose from a variety of different patterns and colours to be printed on products such as the Libre Eau De Parfum or the Pure Shots Night Reboot Serum.
Asia & Pacific,
Asia & Pacific,