L’Oréal Travel Retail Asia Pacific celebrated the new-look opening of its 55 sqm Haitang Bay Yves Saint Laurent boutique with a three-day #MyLipVibes pop-up party.

The make-up rave attracted a record 35 million partygoers, with some 5,000 attending in person (or IRL, as the jargon goes) and millions more participating via live feeds published by top Chinese travel bloggers.

Celebrity make-up shows, performances by renowned DJs and a digitalized photo booth delighted guests, who were invited to create their own music video and share with friends and family via social media.

“Today at the Yves Saint Laurent My Lip Vibes Party, I found my rock and edgy self. Yves Saint Laurent gave me the confidence to express another side of me. With the rock guitar, the microphone and the fiery red ambiance, the party was a blast,” said one attendee.