The Moodie Davitt Report -The Moodie Davitt Report
CHINA. YSL Beauté Travel Retail Asia Pacific has partnered with China Duty Free Group (CDFG) to unveil the Le Vestiaire des Parfums collection in Hainan.
The high-perfumery collection was inspired by brand founder Yves Saint Laurent’s most memorable couture pieces. It is exclusively available at the YSL Beauté boutique at the Sanya International Duty Free Shopping Complex in Haitang Bay.
To celebrate the launch, L’Oréal Travel Retail Asia Pacific and CDFG are running an exclusive YSL Beauté animation at the CDF Mall. It launched on 15 July and will run until 25 August.
The vibrant pop-up brings Le Vestiaire des Parfums to life through fragrance consultations, bespoke gift wrapping services and special promotions.
Couture my bold fragrance
Le Vestiaire des Parfums was celebrated with a glamorous VIP event on 19-20 July, which uncovered the inspirations behind each scent in the collection.
The VIP event was called ‘Couture my bold fragrance’ and took guests on an experiential journey through the YSL Beauté brand universe. The complete Le Vestiaire des Parfums collection was on show, alongside evocative images of the olfactory notes of each scent.
The main event space featured three fragrance fitting rooms and a fabric gallery, which brought the famed couturier’s greatest pieces to life. Here, guests were able to explore each scent through ten beautifully staged fabric installations equipped with motion-sensing technology. Once activated, live images were projected to each hanging fabric telling the story behind each fragrance and how they are linked to Yves Saint Laurent’s couture archive.
The fragrance room was divided into the worlds of Tuxedo, Blouse and Jumpsuit, each representing a key piece in Yves Saint Laurent’s couture repertoire. Each zone featured plenty of photo moments inspired by different fragrance ingredients. The zones also served as the perfect backdrop for guests to create content on social media
A private themed dinner completed the event, with a menu inspired by the scents of Le Vestiaire des Parfums. VIP guests also participated in a fragrance masterclass and went on a tour of the animation at CDF Mall.
“The launch of the niche fragrance collection Le Vestiaire des Parfums — in collaboration with CDFG in Hainan — marks a decisive milestone for Yves Saint Laurent’s fragrance expansion in travel retail Asia Pacific,” commented L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Youssef Benkirane.
“This high perfumery collection is our answer to the up-rising trend in niche fragrances from Chinese consumers and especially Gen Z luxury consumers.
“Inspired by Yves Saint Laurent’s most iconic fashion pieces, Le Vestiaire des Parfums will attract consumers looking for an elevated, bold and self-differentiation statement through a unique and distinctive olfactory experience. We invite all Hainan travellers to discover and experience Le Vestiaire des Parfums 10 exclusive scents in our iconic YSL Beauté store in Haitang Bay.”
Footnote (1): Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
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Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
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The Moodie Davitt Report last week launched a new quarterly eZine called The Moodie Davitt China Travel Retail Report. The cover story is dedicated to China Tourism Group. Click on the image to read the bi-lingual title. The next edition will be published in October.
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