YSL opens interactive beauty pop-up at Heathrow

By

Sandra Halliday

Published
Jan 1, 2018

The Yves Saint Laurent beauty brand has taken a deep dive into interactive retail with the opening of a pop-up store at Heathrow’s Terminal 2 last month that aims to maximise the ‘retailtainment’ experience.

The 20 sq m location, which is a standalone rather than being positioned inside the terminal’s main duty-free store, is dedicated to the brand’s Black Opium and Y fragrances as well as its Tatouage Couture liquid lipstick line.

It features virtual try-on and sharing of make-up looks using iPads and YouCam augmented reality technology, as well as digital make-up tutorials. There’s also a ‘smart’ digital mirror that can adjust the light levels to replicate daytime or nighttime lighting. 

But as well as digital initiatives, the company has also enhanced the physical experience for visitors. This includes makeovers on-site and on the days when visitor traffic is expected to be highest, tattoo artists at the store drawing temporary tattoos on customers. Temporary tattoo stickers and stencils are also available every day.

Other advanced features include an immersive movie in-store for the still-new Y fragrance as well as a photo booth where the pictures taken can be instantly shared, and a novel way of sampling via an ATM machine that dispenses free Black Opium samples.