Yves Saint Laurent aims to boost its full beauty range this summer when it launches a widespread promotion called Dive into YSL from next month – and lasting through to October.

 

The L’Oréal Luxury brand will highlight its classic fragrances for both men and women – as well as lighter versions of some of its original scents – in key European locations such as Copenhagen, Istanbul, Moscow and London Heathrow, as well as smaller gateways such as Alicante and Geneva.

 

In total more than 20 airports in the region will be targeted using concourse and in-store podiums ranging from five square metres to 10 square metres in size.

 

Scents such as the 1977 Opium and its lighter counterpart Vapeurs de Parfum, and Parisienne juxtaposed with the fresher Parisienne l’Eau will be showcased alongside men’s classics like YSL L’Homme and its modern “cool-burning” contrast L’Homme Cologne Gingembre.

 

In addition, YSL will focus on some of its mainstay colour cosmetics in travel retail: Touche Eclat and Mascara Volume Effet Faux Cils. To drive sales, passengers are being offered a YSL phone holder, in men’s and women’s versions, if they but two products including a large-size fragrance.