YSL Beautè - Love Games

To support Dua Lipa, who is the face of YSL Beautè on her high-profile ‘Radical Optimism’ UK concert tour, the brand was looking for an experience that connected with fans and allowed them to get hands-on with the new Make Me Blush blusher and Loveshine Lip Gloss products.

With 150,000 people expected at Wembley, this tour represented a fantastic opportunity for fans to experience the more playful side of YSL Beautè with the global Love Game concept and to create a tangible connection between our artistry, our products, and our community. A partnership with luxury retailer Selfridges allowed guests to be able to purchase and take away their favourite products on the day. The experience needed to stand up to the rigour of an outdoor environment, and the stand design should accommodate ultra-high bursts of footfall as fans enter and exit the stadium.

Building on the global Love Game design identity, the experience used premium production design finishes to create an ultra glamorous space with hi-shine quilted cubes, reflective pink arrival tunnel, and elegant black marble floor.

To manage the high footfalls a digital queue system was used to provide a quality experience for guests and to avoid overcrowding. Guests signed up using a QR code, which guided them to a booking page, which sent guests an SMS text when their booking slot was ready.

On arrival, guests entered through the pink tunnel and were led to a heart-shaped product display area where they could discover the range and be led through the product experience by highly trained staff. Guests then received samples, a heart-shaped lollipop, and a Selfridges partner bounceback card to be redeemed on the day or through Selfridges’ website. For guests who were early enough or who had pre-booked using the digital queue system, they could receive a professional MUA experience from the highly trained YSL Beauty artistry team.

The MUA’s offered make-up touch-ups and shade matching, with guests being able to purchase the look from the retail area.

To finish the experience, guests could pose and share their latest YSL Beautè Inspired looks in front of the heart-shaped photobooth backdrop and receive samples of the +200% volume Lash Clash Mascara and iconic Touche Éclat Blur Primer.