THE WHAT? L’Oréal has launched a ‘sustainable retailtainment’ pop-up store in Hainan Island to promote the newly launched YSL Beauté Pure Shots skincare range.
THE DETAILS Launched in collaboration with China Duty Free Group, the pop-up runs until 30th September and offers a YSL Urban Skin Check tool to give travellers a five-minute skin diagnosis and tailored skincare recommendation.
Using L’Oréal’s patented ModiFace AI technology, the tool analyses skin quality based on the top seven skin concerns – glow, smoothness, texture, plumpness, evenness, porelessness and defined skin contours.
Other experiential experiences include the BeautyMatic vending machine. This offers YSL Beauté gifts in exchange for a coin, including fragrances and make-up.
Promoting eco-conscious retail, the pop-up is made with FSC-certified wood and recycled glass, with the materials used being able to separated and used for end-of-life purposes, while other parts can be redressed for future projects.
The Pure Shots skincare range is said to specifically target women with on-the-go lifestyles, with the range featuring the Night Reboot Serum, Lines Away Serum, Light Up Serum, Y Shape Serum, Hydra Bounce Essence-in-Lotion and Perfect Plumper Cream.
THE WHY? Talking about the merging of eco-retail with progressive digital innovation, YSL Beauté Travel Retail Asia Pacific General Manager Emily Coleman, said, “Not only have we invented the beauty of tomorrow with digital innovations and services, we have also pushed boundaries to catalyse a positive change towards more ‘sustainable retailtainment’.”