L’Oréal Travel Retail has implemented a Yves Saint Laurent Beauty Station at Singapore Changi Airport Terminal 3. The opening of the first YSL Beauty Station pop-up in travel retail took place on 22 October 2019 in partnership with The Shilla Duty Free and Changi Airport Group. The event attracted several hundred people including 19 Asian Key Opinion Leaders.

Prominently displayed, the #FuelYourBeauty digital game draws customers into the pop-up’s welcome area. Customers are encouraged to link their phones to the on-site digital ‘Fuel dispenser’ via a QR code and are challenged to ‘fuel’ a virtual lipstick via a digital pump in order to obtain the YSL coin token.

Once the YSL coin is inserted at the “Beautymatic” machine, customers can redeem gifts such as lipstick sampling cards, fragrances, and mini charms.

Emily Coleman, General Manager, YSL Beauté Travel Retail Asia said:“YSL has been pushing our boundaries in creating out-of-the-box retailtainment for all beauty savvy travellers.  Through many previous successful collaborations 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.”

In the beauty section, customers can browse through a curated selection of YSL Beauté’s signature face products, along with Rouge Volupté Shine lipsticks and Mon Paris perfumes. They can then head to the ‘The Diner’ area to try the products for themselves. The ‘Powder Room’ and ‘Diner Area’ offer three-minute touch-ups by experts, while the ‘Make it Yours Bar’ provides temporary tattoos and a fully bespoke beauty experience. This includes personalised engraving and gift-wrapping service. Performances from a live band took place during select weekends in October and drinks were served.

LIVE MUSIC AND DEMONSTRATIONS

Live make-up demonstrations by YSL Beauté’s Regional Makeup Artistry Manager, Francis Lim will take place place on selected dates and times this month amid live music.

Jeff Lee, Managing Director, Shilla Duty Free Singapore said: “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.”

Teo Chew Hoon, Group Senior Vice President of Airside Concessions, Changi Airport Group concluded: “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.”