Page 44 - TFWA World Exhibition and Conference 2025

INSIDER

YSL Beauty Light Club Activation Americas, following its debut in Doha placed throughout the airport, to targeted
Kho was able to illustrate the Airport in Qatar in November 2024, and social media engagements and interactive
effectiveness of such collaboration – a YSL airport takeover in Singapore in podiums within the Avolta Duty Free
which she calls the “pentarchy” -- through partnership with Shilla Duty Free and shop, every element was designed to
the spectacular YSL Beauty Light Changi Airport Group in June. draw them in and guide them to the heart
Club activation L’Oréal Travel Retail The pioneering collaboration – an of the experience: the YSL Beauty Light
Americas mounted at Buenos Aires Ezeiza omnichannel, multi-partner strategy – Club pop-up, prominently located at the
International Airport in June and July. The maximizes brand engagement at every International Departures Terminal.
collaboration brought together L’Oréal stage of the journey, offering a more Inside the Club, travelers experienced
Travel Retail with Ezeiza International personalized experience for passengers that a curated selection of YSL’s iconic
Airport (EZE), Avolta Duty Free shops, elevates the travel experience, building a products, alongside exclusive, interactive
Aerolíneas Argentinas, and Meta to create a pre & post trip seamless consumer journey. experiences, such as the digital fragrance
unique and enhanced shopping experience Travelers departing from Ezeiza finder using VIP bracelets where
specifically designed for travelers. International airport were immediately passengers were able to discover their
This was the first time such a greeted by the YSL Beauty Light Club’s signature YSL fragrance, and the Loveshine
“pentarchy” (airline, airport, retailer, captivating multi-touchpoint campaign. Beauty Lounge for games, make-up touch-
brand and media) had taken place in the From eye-catching out-of-home advertising ups, and shareable moments.

The YSL Beauty Light Club at Ezeiza International Airport showcases L’Oréal Travel Retail’s vision of the “pentarchy.” The activation included a
makeup station paired with an AI-powered DJ, alomg with the YSL Mocktail Bar and an AI-assisted/live makeup consultation.

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