Beauty products brand YSL Beaute launched a hotel-themed pop-up in Hong Kong featuring a digitally personalised full-immersion beauty experience.
The concept, which has proved successful in Paris, Tokyo and Madrid, is a joint project with international media and marketing agency Mindshare, which live cast the event on Facebook. The video stream also featured on fashion and lifestyle pages alongside endorsements by opinion leaders.
The pop up ran from August 17 to 20 at 1881 The Heritage in Tsim Sha Tsui.
The pop-up featured a key card/QR code system that allowed customers to register and check in and out using a specially printed room access card in their own name. Visitors to the store used the card to visit the various hotel rooms, featuring a number of interactive activities that included arcade games, makeup touch-up counters, and selfie/instagram opportunities. Images uploaded to Instagram and tagged #yslbeautyhotelhk could be printed immediately at the hotel’s photo booth.
One notable installation was a vending machine that dispensed lipstick personalised via laser-engraving. The transparent casing allowed purchasers to view the process of their own name being engraved on the lipstick.
Points accrued from interacting with the activities are stored on the key card, and can be redeemed from selected products at check-out.
