THE WHAT? YSL Beauté Travel Retail Asia Pacific has installed a novel retailtainment experience in Haneda Airport International Passenger Terminal.

THE DETAILS The L’Oréal-owned luxury brand’s All Hours Airport pop-up will remain in situ through January 30 and features a spectacular life-size aircraft-themed design. Travellers will be taken on a journey of product discovery, personalized interactivity and bespoke gifting.

“This is a world first for us and JATCO — the first time we bring such retailtainment experience to Japan, showcasing the very latest in digital interactivity and personalisation: a fitting celebration of our innovative new All Hours Cushion foundation,” said Emily Coleman, General Manager of YSL Beauté Travel Retail Asia Pacific.

THE WHY? The pop-up is designed to promote the newly-launched All Hours Cushion Foundation and with experiential retail proving ever popular with consumers and sales booming in the travel retail channel, particularly in Asia Pacific, the move makes sense.