ysl Beauté | lovestore X SephorA | Bluewater

Bluewater, Kent
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

To celebrate the launch of YSL Beauté’s shade extensions across its iconic Loveshine lipstick and Make Me Blush ranges, the brand wanted to create an immersive pop-up experience that would drive excitement, encourage product discovery, and connect consumers with the latest launches in a bold, memorable way. The objective was to turn a traditional retail moment into something culturally relevant, highly shareable, and unmistakably YSL.

By partnering with Sephora, the activation needed to seamlessly combine premium beauty retail with experiential theatre, inspiring customers to explore the new shades while driving footfall, engagement, and conversion. The concept had to feel elevated, playful, and instantly recognisable, bringing YSL Beauty’s fashion-led identity to life in a fresh and unexpected setting.

Solution.

We brought this vision to life through The YSL Lovestore, A striking reimagined supermarket pop-up that blended luxury beauty with playful retail storytelling. Created in partnership with Sephora, the space invited guests to step into a world of YSL aisles stocked with the newest Loveshine and Make Me Blush shades, transforming product browsing into an interactive shopping journey.

Visitors were handed a shopping list on arrival and encouraged to explore the store, ticking off products as they discovered hero ranges, new launches, and must-have shades. Once they had completed their beauty shop, guests were invited to enjoy a complimentary one-to-one consultation with a YSL makeup artist, who created a bespoke look using products from the experience.

Fresh from their makeover, visitors could capture content in the dedicated photo moment, posing with a trolley overflowing with YSL products in a fun, social-first setting designed for sharing. To complete the journey, each guest received a personalised receipt listing every product used in their look, which acted as a bounce-back incentive to Sephora, where customers could redeem a gift with purchase when spending on YSL Beauty products.

Results.

The activation welcomed over 1,200 visitors and distributed 2,550 product samples, successfully driving trial, engagement, and purchase intent while creating standout buzz around the new shade launches.