YSL’s three-in-one pop-up ‘universe’ is located at London’s Heathrow T2.

L’Oréal Travel Retail has launched a Yves Saint Laurent (YSL) beauty and fragrance pop-up ‘universe’ at London Heathrow Airport Terminal 2.

Passengers travelling through Heathrow’s T2 can discover three of YSL’s latest products at its three-in-one pop-up ‘universe’, says L’Oréal Travel Retail. These include its ‘addictive’ fragrance Black Opium, its latest scent for men Y, and the new liquid matte lipstick Tatouage Couture.

The YSL pop up offers a mix of live and digital experiences for travellers seeking ‘retailtainment’, from makeup and tattooing sessions to digital tutorials and virtual apps, says the brandowner.

It features a YouCam iPad app that enables shoppers to virtually experiment with multiple makeup products and looks. Consumers can check out the results on the iPad screen and share their latest look with friends on social media.

‘FUN & PLAYFUL’ DIGITAL EXPERIENCES

Digital tutorials and smart digital mirrors are also available to create new makeup looks before enjoying a real free makeover by an YSL beauty and make-up artist. A tattoo artist is also present on peak traffic days for passengers seeeking a temporary tattoo.

Consumers can also take a selfie after their exclusive makeup or tattoo session, which they can share with friends and family.

The YSL pop up features its new liquid matte lipstick Tatouage Couture.

The pop up also features ‘playful and fun’ experience for its fragrances Black Opium and Y, adds the brandowner. Shoppers are given a token to insert into an ATM machine that delivers free Black Opium samples. They can then create fun snapshots in the ‘lively’ photo booth.

‘AMAZING’ RETAILTAINMENT

Those interested in the Y male fragrance are invited to watch a movie at the Occulus Station, after which they can print personalised stickers to customise their suitcase, phone, or notebooks.

The YSL pop-up store is an illustration of ‘amazing’ retailtainment, says L’Oréal Travel Retail. It gives travelling shoppers the opportunity to ‘dare, live and share various experiences’ when transiting through airports.

The beauty house claims that the pop up has impressed several famous influencers, including Amelia Liana, Lydia Millen and Ali Gordon, who have already shared these experiences on social media with their followers.