MYSLF - Sept
Yves Saint Laurent
Yves Saint Laurent's new male fragrance launch takes over the Westfield European network
The launch of the brand’s first floral woody scent, fronted by new brand ambassador Austin Butler, was activated in 5 of our key markets with both an experiential pop-up and a 360° media plan.

8 incl. Westfield London or W. Forum des Halles.


5 incl. UK, FR, US


Product Launch

occasions to see globally1
Visits on site globally1

Multimedia experience brings “modern masculinity” to life

Immersive, high-detail pop-up stand promoting YSL’s new MYSLF fragrance

Inside the stand, customers could experience the scent of “modern masculinity”, use the available head phones to listen to interviews and audio recordings of the campaign or take snapshots in a dedicated photo booth

Female YSL fans received free mascara upon proof of purchase

Key facts

  • First pan-European campaign across 5 countries, including both Europe and US

  • 360° campaign with experiential pop-up and media (OOH, DOOH and online)

  • High added-value for the brand: PR, dedicated newsletter, social media, live-shopping opportunities etc.

MySLF - 2
Westfield London
MySLF - 2
Westfield Forum des Halles
Westfield Centro
MySLF - 4
Westfield Century City
MySLF - 5
Westfield La Maquinista
1Estimated figures based on in-mall metrics during the weeks of the campaign