June 2 2021  |  Fragrances, Cosmetics, Skincare & Haircare

YSL Beauté TR AP takes #CLAIMYOURLOVE campaign to Hainan

By Laura Shirk

A Beauty Villa hosted at the InterContinental Sanya Resort provided travelers a 360° online and offline experience with live makeup shows, live music performances and livestreaming sessions

YSL Beauté Travel Retail Asia Pacific collaborated with China Duty Free Group (CDFG) to bring its #CLAIMYOURLOVE campaign to Hainan on May 20; an acronym for “I love you” in Mandarin, the celebration served as a Valentine’s Day in China.

A Beauty Villa hosted at the InterContinental Sanya Resort provided travelers a 360° online and offline experience with live makeup shows, live music performances and livestreaming sessions. The event ran May 19 – 21, featuring YSL Beauté’s All Hours Foundation, a travel essential with its 24-hour advanced formula providing uninterrupted flawless wear for all beauty savvy travelers.

Poolside music spun day-to-night by renowned DJ, Cara Kong, set the ambience at the Beauty Villa. The performance was livestreamed to Kong’s one million followers via her Weibo account. Beauty shows hosted by YSL Beauté professional makeup artists ran throughout the three days, with limited exclusive offers for YSL Beauté lovers to enjoy via CDFG Sanya Duty Free e-store or physical flagship store.

The invitation to a one-to-one flash makeup service was extended to all hotel guests to experiment the perfect 5.20 looks with YSL Beauté’s star products such as the All Hours Foundation, Rouge Pur Couture the Slim and Mon Paris Intensément Eau de Parfum.

In partnership with CDFG, the excitement of the party was livestreamed via the Yizhibo platform on May 19, with a never-seen-before variety show featuring renowned influencers such as William, Kiki and Cara. Reaching 10M+ views online, the influencers shared their best 5.20 looks and completed the transfer resistance, sweat proof and waterproof challenges with the All Hours foundation, demonstrating the star product to be a travel essential that stays put for 24 hours. Audiences were able to purchase their favorite YSL Beauté star products by simply scanning the QR code during the livestream to proclaim their love.

“In collaboration with China Duty Free Group, I am extremely happy with the reception of YSL Beauté’s first-ever Beauty Villa party in Hainan. With a fully integrated online and offline experience, Hainan travelers were able to experience iconic makeup looks and discover our star products. With such an edgy, youthful and luxurious event infused with the DNA of YSL Beauté, it was the perfect way to celebrate love, music and beauty on 5.20,” says Youssef Benkirane, General Manager at YSL Beauté Travel Retail Asia Pacific.

A collection of snapshots from the YSL Beauté x CDFG event:

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