The Moodies
Best Content Marketing
Brand Winner
L’Oréal Travel Retail Asia – YSL Le Cushion Encre De Peau launch event
Real-life catwalk met virtual reality as YSL Beauté Le Cushion Encre de Peau compact foundation was relaunched in October 2020. L’Oréal-owned beauty brand YSL Beauté and China Duty Free Group (CDFG) partnered to host a first livestreamed outdoor poolside catwalk show in Hainan. The target audience was young Millennials interested in beauty, lifestyle and fashion, with the aim of making the new product line “a real fashion accessory” During the livestreaming event, the new line was showcased through a live application demonstration by Chinese KOL duo and real-life couple Ivy and Suye.
The new YSL line (above) and the target for the campaign (below)
Ivy and Suye also graced the YSL Beauté catwalk, before joining CDFG hosts for a beauty talk and product review session. In addition to the relaunched compact foundation, the session also shone a light on YSL Beauté’s Top Secrets Instant Moisture Glow Moisturiser, Rouge Pur Couture The Slim Lipstick range and YSL Libre fragrance. The 60-minute livestream reached 12.5 million viewers on CDFG’s Yizhibo platform. This was a powerful example of digital innovation combined with retailtainment in travel retail.
The Moodie Davitt eZine The Moodies 2021
The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail sinead@moodiedavittreport.com