YSL Travel Retail EMEAI (Europe, the Middle East, Africa and India) teamed up with Dufry to launch the revamped version of Y Eau de Toilette at London’s Heathrow Airport with interactive animations throughout April.

The EDT was showcased at three interactive podiums at the hub, giving travellers the chance to dive into a seamless O+O (Online + Offline) experience for an enjoyable shopping moment and an entertaining journey.

First up was the pop-up in Terminal 5, displayed just beside the YSL store.

The remaining two were located in Terminal 3 and Terminal 5, providing a key platform for visibility.

All of the animations benefitted from a new digital partnership between YSL and Dufry titled Emotion +.

The strategy leverages Dufry’s digital assets by maximising touchpoints across the customer journey.

As a result, travellers are engaged through a variety of assets, from in-store visibility to social media.

The Heathrow activations are the latest to highlight the relaunch of Y Eau de Toilette, which is a revamped version of the original masculine fragrance.

In March, YSL Travel Retail EMEAI introduced a pop-up for the EDT at Dubai International Airport, in Dubai Duty Free CD Circle 2 in Terminal 1.

The campaign targeted travellers before their trip, with teasers and information on social media about the product.

At the airport, passengers could discover the podium and digital campaign, which was geo-targeting them and driving them to the pop-up.

On arrival at the pop-up, consumers were presented with a large immersive floor, the film of the new campaign and an olfactory wall showcasing the global franchise fragrances.

In addition, for first time in the history of the brand in Travel Retail EMEAI, a dedicated O+O gaming experience was developed especially for the launch, called Y rock gaming.

Players were encouraged to ‘catch’ as many musical notes as they could as the Y campaign soundtrack played to win a reward.

It gave them a fitting taste of the scent’s rock ‘n’ roll heritage.

The game is accessible by QR code, making it scalable to all podium configurations.

Y (which belongs to YSL’s blue fragrance territory) launched in 2017 and quickly became the masculine pillar of the brand.

Its rock ‘n’ roll positioning, recognisable bottle and high-profile ambassador, Lenny Kravitz, drives its allure and positioning in the market.