YSL Beauty MYSLF Campaign with LATAM
Client Sector
Region
Airline
YVES SAINT LAURENT BEAUTY– LATAM EXPERIENTIAL CAMPAIGN
Yves Saint Laurent Beauty and LATAM teamed up to surprise VIP lounge passengers in Brazil with an innovative and interactive display booth, offering unique discounts at Duty Free for the exclusive launch in Brazil of the premium fragrance MYSLF.
Campaign Objectives
To raise awareness of the launch of the new premium fragrance MYSLF
Boost brand exposure to consumers, with an innovative and dynamic booth activation.
Interactive Photo cabin booth. VIP passengers could print digital photos of themselves with an Yves Saint Laurent MYSLF background.
Exclusive discounts in Duty Free
Promoter stationed at booth to guide guests through the experience
Product display exhibitions
TV screens with spots of the brand
Test the new fragrance MYSL.
Raise the duty-free sales numbers of the MYSLF launch
Spafax’s Solution
Brand activation in the LATAM VIP Lounge, Brazil, where LATAM’s passengers could get exclusive discounts at Duty Free and interact with the photo cabin booth.
The interactive booth exhibited spots of MYSLF premium perfume launch.
Passengers could test the fragrance and make reservations of the product in Duty Feee with exclusive discounts.
This provided the opportunity for Yves Saint Laurent Beauty to capture the action from the event for a corporate video.
LATAM VIP Lounge Spot (30-second advertising spot displayed in the lounge) across two screens, with repetitions every five minutes for the months of October and November 2023.
LATAM In-flight TV (30-second advertising spot after a forced Landing Video), on all LATAM Brazil’s international routes.
Results
LATAM VIP Lounge Brazil: 80,000 HVC passengers reached during the 2-month period of activation via the Booth and Spots exhibition.
LATAM In-flight TV: Monthly average of 960,000 passengers reached, with over 2.5 million impressions.
Duty Free sales results: exponential increase of Yves Saint Laurent beauty in Duty Free.
Brand Awareness: Great return on the brand perception in LATAM´s High Value Customer.
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