Travel Retail Highlights II
Yves Saint Laurent Beauty takes on travel retail with show-stopping MYSLF campaign
According to L’Oréal Travel Retail, the new masculine fragrance MYSLF is the Yves Saint Laurent brand’s “most trailblazing launch in years”.
And the company is investing behind that bold statement with a show-stopping pop-up takeover across Europe and Middle East travel retail.
L’Oréal Travel Retail is running over 400 animations throughout EMEA travel retail to showcase the ‘trail-blazing’ masculine scent
Yves Saint Laurent Beauty is running over 400 animations across these regions, inviting travellers to discover the scent. It kicked off the campaign with a pop-up in Amsterdam Airport Schiphol in partnership with Kappé.
This is followed by animations in key airports in Paris, London, Istanbul and Dubai running from September to the end of October.
(Above and below) Gamification, personalisation and immersive discovery characterise the experience at the MYSLF pop-up
Comment: The latest YSL fragrance launch for men brings interaction and theatre to travel retail across multiple locations and touchpoints. As a kick-off, the vibrant retailtainment space at Amsterdam Airport Schiphol offers a journey of self-discovery through experiential zones titled Find Yourself, Themselves Behind and Myself Lab.
There are personalised experiences too where travellers can customise their bottles using a UV printer. Naturally a digital campaign is central too, with media running across all channels throughout participating airports in what is a blockbuster launch from one of the great fashion and beauty names.
American actor Austin Butler is the face for MYSELF. He is known for portraying Elvis Presley in the musical biopic Elvis.
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The Moodie Davitt eZine
Issue 327 | 29 September 2023
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