YSL Beauté | Love Shine | Retail Experience Launch

Retail Activation, Visual Merchandising
8 Boots Stores & 8 John Lewis’s Nationwide
Creative Concept | Design | Creative Production | Event Management | Content Management

YSL Beauty, Loveshine, Pop-Up Agency, John Lewis Visual Merchandising, Pop-up

Brief.

New YSL Loveshine Plumping Lip Oil Gloss delivers 8 hours of luscious glassy shine and 24 hours of hydration, leaving your lips plumped, bouncy and irresistibly glossy. The 95% oil-infused formula offers intense lip care, featuring hyaluronic acid, fig pulp from the YSL Beauty Ourika Community Gardens, and stimulating ginger and pepper oils.

The non-sticky texture feels lightweight and comfortable while delivering an instantly plumped look. Enhanced with a subtle spicy sensation, it boosts your lips’ natural appearance while offering a buildable, juicy colour with the most intense shine across the YSL Loveshine range. Available in 10 juicy shades, let your lips shine with the ultimate gloss experience.To celebrate this launch YSL Beauty were looking for an impactful hi-shine launch to support their key retailers across the UK. The experience design should be flexible to work across a variety of site space size and levels of store investment to maximise the brand exposure and engagement at each of the individual Boots and John Lewis Partnership stores.

YSL Beauty, Loveshine, Pop-Up Agency, Boots Window

Building on the global guidelines, Backlash developed a retail experience concept to create impact no matter the size or position of the space in-store. Using the glossy silver and iconic padded cube design codes, each store was created from a kit of parts that could be built to maximise the space and experience it could accommodate.

Solution.

From large-scale executions with feature windows, immersive arch photo moments, hero product displays, and full makeup artist (MUA) stations, to compact setups featuring floor graphics and streamlined MUA touchpoints, each installation was optimised to its unique space. Our deep knowledge of the retail environments enabled us to efficiently roll out 17 bespoke activations across varied formats delivering bold, eye-catching experiences that brought Loveshine to life and drove in-store engagement.