Pure Beauty

That's retailtainment! YSL Beauty unveils social-focused pop-up store

By Sarah Parsons | Published: 19-Dec-2017

The luxury brand is showcasing fragrances Black Opium and Y in Heathrow airport, London

YSL Beauty has unveiled a new social media-focused pop-up store at Heathrow, London’s major international airport.

Opened in time for Christmas, the 20sqm space will promote some of the luxury brand’s most recent launches: Tatouage Couture lipstick, the new fragrance for men Y and its established Black Opium line.

In a bid to drive footfall, the L'Oréal-owned brand has hired a tattoo artist (in keeping with its tattoo-themed lipstick line) to draw temporary skin art.

Travellers can expect free makeovers, virtual make-up try-on iPads, a GIF photo booth and ‘ATM machine’ that dispenses free Black Opium samples.

“This pop-up store is the illustration of an amazing retailtainment and new eventing dimension,” the brand said.

“Yves Saint Laurent Beauty gives travellers the opportunity to dare, live and share various experiences, which is precisely what they need when flying through airports.”

YSL Beauty will also display an AR film, via an Occulus Station, and shoppers will have the chance to create their own personalised branded stickers.

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