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.
Centres
8 incl. Westfield London or W. Forum des Halles.
Countries
5 incl. UK, FR, US
Objective
Product Launch
occasions to see globally1
+Mn
Visits on site globally1
+K
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.
Westfield London
Westfield Forum des Halles
Westfield Centro
Westfield Century City
Westfield La Maquinista
1Estimated figures based on in-mall metrics during the weeks of the campaign