Capitalising upon the success of their BEAUTY HOTEL and BEAUTY MARKET, YSL BEAUTÉ went above and past for this 12 months’s annual beauty social gathering, bringing music and beauty collectively for a certainly one of a type collaboration via the model’s first-ever virtual occasion, YSL BEAUTY RECORDS.
From 22-28 March, YSL BEAUTY RECORDS provided followers a distinctive, 24-hour social gathering throughout a number of virtual rooms: The Lobby, Live Room, Arcade, Powder Room and Beauty Market. Throughout, they may uncover signature and limited-edition merchandise, interactive video games, masterclasses, celebrities, musicians, and extra — providing followers an unique and immersive expertise on the earth of YSL BEAUTÉ.
Adding the musical element was a pure match, stated Ms. Niki Lo, model normal supervisor for Yves Saint Laurent Beauté, L’Oréal Hong Kong LTD.
“Music has all the time been a component of our model,” added Lo. “We are a younger, edgy luxurious model, and we all know music has been a lot in all of the younger customers’ lives.”
Fans who wished to hitch the YSL BEAUTY RECORDS expertise had been in a position to register as early as 17 March, and had been in a position to create their very own designated YMOJI to characterize themselves within the area. YMOJIs may very well be personalised in response to every particular person’s model and beautified with YSL merchandise, and customers might add selfies with their YMOJI to social media to earn distinctive CD Points that may very well be redeemed later for full-sized lipstick, limited-edition palette and shock items from their favorite artists.
For music lovers, the primary occasion of YSL BEAUTY RECORDS was the virtual music social gathering on March 26, that includes performances from Hong Kong stars Juno Mak, Jace Chan and Keung To. Each carried out their hits and gave Hongkongers a purpose to get collectively and get pleasure from a live performance for the primary time in lots of months for the reason that pandemic modified the way in which we stay and get pleasure from our free time.
As a part of the Live Room expertise, YSL BEAUTÉ provided beauty masterclasses with make-up artist Ritz Wong and his staff of professionals. The stay courses coated make-up developments and suggestions and dwelling spa concepts, and every class gave attendees the possibility to unlock a restricted promotion code with a shock present from the model.
In the Arcade, the model provided two on-line video games for music lovers — “Follow the Beauty Beats” challenged followers rhythmic skills, and “Rouge Pinball” gave gamers a probability to play the silver ball, accompanied by music notes and beauty merchandise. The video games additionally provided followers one other probability to earn CD Points.
Among the and signature and limited-edition YSL BEAUTÉ merchandise out there, one which was to not be missed was the Le Cushion Encre De Peau, an ultra-luxe collector’s version piece. Only 1,000 had been made out there in Hong Kong, and it was solely out there within the on-line store. Additionally, the Vernis à Lèvres Water Glow, Pure Shots Night Reboot Serum, and Libre Fragrance had been all out there completely at YSL BEAUTY RECORDS.
Offline to on-line to offline
While many manufacturers are centered on an O2O technique, YSL BEAUTÉ took a distinctive method. With merchandise that may very well be redeemed in-store for lipsticks and different items, the model managed to convey the buyer journey full-circle — whereas providing the form of leisure that followers have missed and craved over the previous 12 months.
“Everything occurred on-line, however nonetheless the retail retailer to us is essential,” stated Lo. “It seems like an internet marketing campaign, however in reality it is actually a seamless client cycle that we attempt to drive from a journey of offline to on-line, and then again to offline.”
Loyalty and omni-channel are the longer term
For YSL BEAUTÉ, elevating the O2O expertise is only the start. In the longer term, they give the impression of being to construct upon all components of beauty tech to succeed in the varied touchpoints and communications channels the place their followers stay.
“The new development is basically about all this omni-channel growth,” stated Lo. “We wish to guarantee we drive the entire expertise each offline and on-line.”
On the e-commerce entrance, the model has developed a subscription-based programme, noting that lots of their loyal clients discover one product they love, use it up, then instantly purchase it once more. Instead of creating them come to the shop, YSL BEAUTÉ goals to make use of a replenishment mannequin to extend comfort for the shopper. While the retail expertise stays necessary, Lo believes this may strengthen loyalty to the model in each the digital and bodily area.
“Consumers who have interaction each channels are these actually most loyal to the model,” stated Lo. “So this client lifetime journey, client lifetime worth to us will actually be the longer term that we drive for this transformation.”This article is contributed by YSL.