L’Oréal Travel Retail has pre-launched MYSLF, the new refillable men’s fragrance from YSL, into Americas travel retail.
The channel roll-out incorporates extensive online and offline activities, in a selection of key locations in the US and Brazil. In Latin America, the domestic market introduction is slated for Q1 2024.
MYSLF is being showcased in over 135 animation spaces, which feature mirrored bars, photobooths, exclusive GWP pouches, and eye-catching visuals of the fragrance face, actor Austin Butler.
At JFK Terminal 4, the fragrance is being promoted via a pop-up installation, in partnership with DFS Group, which is running from October to December.
Travellers heading to the airport via Uber are being ‘pre-targeted’ with premium adds in the Uber app. They can also download a coupon to redeem an exclusive 10ml MYSLF fragrance sample at the pop-up’s vending machine-style tester.
In addition, in the US, L’Oréal has partnered with TripAdvisor, to allow travellers to explore the new fragrance pre-trip through an online brand experience and competition to win a trip to Paris.
In Brazil, YSL has joined forces with Amadeus Travel and Avolta (formerly Dufry), to offer discovery, reserve and collect options. And in another first, the brand showcased a 3D OOH video and created the first in-lounge activation, in partnership with LATAM in Sao Paulo.
Travellers were treated to a product discovery experience and fun photobooth activity. The MYSLF video was also shown onboard selected LATAM flights.
“We are extremely proud of the success and momentum behind YSL,” commented YSL Beaute Travel Retail Americas Vice President/General Manager Marina Torres.
“We see MYSLF as the next chapter for our acceleration and we strongly believe that it will follow the impressive results of Libre and Y.
“With such an incredible marketing mix, our vision was to take over the Americas and make this one of the most successful fragrance launches of our industry; taking full advantage of the travel retail exclusivity in Latin America to add value to our channel, given that local markets won’t launch until 2024.”
She added: “This helps elevate the reason to shop at duty free stores. It gives the Beauty Advisors a great story to tell consumers, and it also helps build awareness ahead of the local market launch.”