创新营销，圣罗兰美妆(Yves Saint Laurent)在海南离岛免税市场推出一系列精彩节日活动

INDULGE IN GOLD: CELEBRATE THE HOLIDAY SEASON WITH YVES SAINT LAURENT BEAUTÉ IN DAZZLING HAINAN

In the festival season, international high-end brands tend to subvert traditional marketing innovation activities to win the attention of the market.

To mark the much-anticipated holiday season, Yves Saint Laurent Beauté Travel Retail Asia Pacific proudly presented a strong, bold and unapologetically audacious campaign of the year in Hainan. 

Indulge in lavish gifts all decked out in black and gold—that was the order of the season at Yves Saint Laurent Beauté as it ushered in a festive celebration like never before.

The month-long spectacle was accented by three key activations celebrating LIBRE fragrance, YSL’s iconic scent of freedom: A epic celebratory PR event held at Raffles Hotel Sanya that was filled with multi-sensory photo opportunities on 16 December, 2022. This was followed by a massive Libre light projection over Haikou’s Qilou Old Street from 30 December, 2022 – 5 January, 2023. The celebrations rounded off with 2 spectacular pop-ups across Sanya and Haikou throughout the month. 

Watch the party of your wildest dreams come to life, where Yves Saint Laurent Beauté played host to the most irreverent holiday banquet. This year, Yves Saint Laurent Beauté disrupted the traditional codes of the holiday season and invited guests to celebrate unapologetically like no other.  A truly unforgettable experience, where the chaos of merrymaking met intimate connections. Be seduced and mesmerised as you revel in all-out opulence and hedonism. Enter the world of Yves Saint Laurent Beauté.

Celebrate the holiday season with the party of your wildest dreams 

ABOUT LIBRE  

Free. That’s the one word that defines Yves Saint Laurent. Always on the edge. Experimenting. Breaking boundaries. 

No compromises. No contradictions. Because you can be powerful and hyper-feminine. A luxury addict and connected with nature. Ultra-cool and white-hot, driven by your fire inside, burning your life at both ends… Shouting if you feel like it. Insatiably experimenting and accepting all your paradoxes. With LIBRE, free has found its own, It-conic fragrance. A sexy cool floral. Conceived between Paris and New York. Walking the line between the masculine and the feminine, the burning sensuality of noble orange blossom from Morocco contrasts with the aromatic freshness of the sustainably-sourced Diva lavender heart from France.

No muse could personify this bold, unapologetic, uncompromising femininity expressed by LIBRE better than the inimitable Dua Lipa. Known for her risk-taking approach in music, fashion and beauty, Dua is one of the most successful female artistes and an inspiration to countless for staying true to herself. This is parallel to the spirit of Monsieur Yves Saint Laurent, who always sought to venture into the unknown and push boundaries. Libre is YSL, and YSL is Libre. 

INDULGE IN GOLD THIS HOLIDAY 

Yves Saint Laurent Beauté brought its Holiday campaign to life by throwing the soirée of the season at Raffles Hotel Sanya. Amongst the attendees were Yves Saint Laurent Beauté Makeup and Fragrance Ambassador, Danny Li, over 100 of China’s top social media influencers were treated to an immersive 360° experience whilst taking in the breathtaking views of Lingshui Bay. Upon arrival, each guest was greeted by a 1.7m tall Libre at the entrance, the perfect photo spot for a quick snap. Venture further in and the giant Yves Saint Laurent Beauté Holiday Tree instantly captured the attention and imagination of guests. Standing at 8m, the towering centrepiece was illuminated in radiant gold and visible from every angle. Guests were invited to explore and discover the iconic YSL Beauté products surrounding the Tree, including Libre, Y Men, Encre de Peau Cushion, Rouge Pur Couture The Slim and Pure Shots Night Reboot Serum.  

  Yves Saint Laurent Beaute Makeup and Fragrance Ambassador Danny Li

Over 100 of China’s top KOLs were invited

The immersive experience continued into the Indulge In Gold Room, where hundreds of Libre bottles were suspended from the ceiling, creating the illusion of floating Libre. Standing in a sea of gold, guests were enveloped into the spellbinding, social media-worthy world of Libre, surrounded by this season’s golden gifts of desire.

Holiday Tree, a towering centerpiece that illuminates in radiant gold and visible from every angle

Next, at the Banquet Table, the visual feast ensued. Paying homage to the Yves Saint Laurent Beauté Holiday campaign, the larger-than-life banquet table set the stage for a night of hedonistic revelry. Designed to tempt and seduce, the Banquet table featured gold accents throughout the cutlery, tableware and iconic Yves Saint Laurent Beauté products, each ready for their close-ups. This irresistible set-up was designed to inspire a feeling of generosity as guests indulged in the special moments of celebration while seated at the Banquet Table.

Banquet Table is the destination where chaos of merrymaking meet intimate connections

●She also hit the deck with the DJ to kickstart the festivities.  

Personify the bold, unapologetic, uncompromising femininity expressed by LIBRE with Celebrity Danny Li

The entire event also provided a seamless online-offline experience through livestream on Yves Saint Laurent Beauté’s Douyin account and CDFG’s Weibo channel, generating a total viewership of 16 million. Our celebrity guest, Danny Li, also performed a virtual concert and made a special appearance with an exclusive interview to give the audience an up close and personal look into the festivities.  

Feel the beat of celebration with the unveil of giant Libre at centerstage

QILOU OLD STREET TAKEOVER 

From 30 December 2022 to 5 January 2023, Yves Saint Laurent Beauté took over Haikou’s Qilou Old Street, a popular tourist landmark, with a spectacular Libre light projection. Known for its eclectic mix of architecture, this bustling street is the perfect location for the light show, which celebrates the Libre attitude to be bold, unapologetic and free.   

PODIUM EVENTS – A DISTINCTIVE CELERATION 

Continuing the amplification of the Holiday campaign, Yves Saint Laurent Beauté was present at 2 locations throughout the month of December, including Lagardere Travel Retail at Hainan Tourism Duty Free Shopping Complex and CDFG Haikou Mova Mall.  

Lagardere Sanya at Hainan Tourism Duty Free Shopping Complex was decorated in gold and marble accents, and also featured a 3D video animation on a 842 sqm video screen. It was the perfect spot for Hainan travelers to discover the Yves Saint Laurent Beauté Holiday experience through a wide range of exclusive beauty tech and in-store services. 

Firstly, shoppers can perfect the art of gifting at the Yves Saint Laurent Beauté Libre Atelier, a one-of-a-kind space where celebration meets craftsmanship. Here. a local artist will handcraft a Libre bottle into a unique art piece, depending on each shopper’s choice of three golden designs: gold leaf on a transparent background, gold leaf on a black background, or silver leaf on a gold background. Next, shoppers could also personalise their Yves Saint Laurent Beauté purchases with the Printing Lab and engraving services. Finally, shoppers were also treated to a full showcase of Yves Saint Laurent Beauté’s beauty tech from Rouge Sur Mesure, to Urban Skin Check and Virtual-Try-On for the ultimate brand experience.  

In addition, Hainan travelers will also be treated to an immersive Yves Saint Laurent Beauté holiday experience at CDFG Haikou Mova Mall pop-up. With a complete takeover at the atrium area, shoppers can expect a gold-filled spectacle with a giant tree installation that lights up at night for the perfect social media moment.

“Watching the entire Yves Saint Laurent Beauté Holiday season come to life in Haikou and Sanya is a momentous occasion for Yves Saint Laurent Beauté in Travel Retail Asia Pacific. With the star-studded signature event, takeover of Haikou Qilou Old Street and Podium activations throughout Hainan, we hope to continue to engage and excite discerning Chinese consumers through immersive and one-of-a-kind experiences. We welcome all Hainan travelers to indulge in gold this holiday season, and to discover the many offerings we have at the various podium activities throughout the city,” says Marin Vialle, General Manager of Makeup Business Unit at L’Oréal Travel Retail Asia Pacific.

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