Beauty meets the beat: YSL drops Light Club 2.0 at cdf Sanya with elevated ‘shopper-tainment’ concept
Club culture meets beauty retail: The second iteration of the YSL Beauty campaign exemplified how O2O engagement, personalised beauty and retail theatre can converge to deliver high-impact beauty experiences in travel retail.
CHINA. L’Oréal Travel Retail once again partnered with China Duty Free Group (CDFG) for the YSL Beauty Light Club 2.0 campaign in Hainan. It ran throughout March.
Located at the cdf Sanya International Duty Free Shopping Complex Global Beauty Plaza Block C, the month-long activation followed the success of the inaugural Light Club activation in 2024, the brand owner said.
The takeover leveraged YSL Beauty’s longstanding connection to music and nightlife culture to deliver an enhanced O2O concept. The 2025 edition integrated multiple digital and physical touchpoints to engage experience-seeking travellers, with a focus on personalised beauty discovery and elevated shopper engagement.
The activation was supported by targeted pre-trip digital advertising aimed at driving awareness of the YSL Beauty Light Club. Two satellite ‘mini club’ outposts were strategically positioned in high-footfall zones within cdf Sanya’s Block A and Block B to maximise visibility and direct traffic to the primary pop-up.
At the main animation, the brand’s full product portfolio was available, including hero lip and makeup lines, signature fragrances and prestige collections, such as Les Vestiaire des Parfums and Or Rouge.
The YSL Beauty Light Club
The entrance to the YSL Beauty Light Club featured a heart-shaped archway, leading into a club-inspired environment enhanced by immersive ‘shopper-tainment’. At the activation’s centrepiece was the debut of an AI-powered DJ, integrated with the brand’s Look Sur Mesure makeup consultation service.
Powered by advanced AI technology, the DJ avatar analysed shoppers’ musical tastes and personal style through a brief digital questionnaire, before recommending a tailored YSL Beauty look. Visitors received printed and digital recommendation cards, which they redeemed at the Look Sur Mesure Powder Room. The DJ also engaged with visitors by nickname, complimented their outfits and delivered custom music sessions aligned with their curated beauty looks.
The Silent Disco Fragrance Finder offered a multi-sensory, scent discovery experience. Shoppers donned branded heart-shaped headsets and answered prompts to identify a fragrance match aligned with their personality and preferences – highlighting the brand’s continued emphasis on personalisation.
Live shows enhanced the experience, with weekend beauty demonstrations led by YSL Beauty makeup artists. Each session spotlighted key product lines and offered step-by-step guidance to recreate signature YSL looks encouraging product trial and fostering consumer education.
The activation also featured a gifting zone, where YSL reimagined a classic ‘emergency box’ as a limited-edition beauty collectible. Available with personalised or pre-curated gift sets, the boxes were prominently displayed against an ‘In case of emergency’ wall.
Mini outposts: Satellite experiences drive footfall
Positioned in high-traffic areas, the YSL Club Elevator and Fragrance Bar served as high-energy outposts designed to extend brand engagement and direct visitors toward the main Light Club activation.
The YSL Club Elevator was conceptualised as a sensory-led journey aimed at the Gen Z demographic. Shoppers entered a space featuring synchronised lighting and music, with each floor – accessed via button press – representing a scent from the Le Vestiaire des Parfums collection. The area included video-recording stations and a digital mirror where visitors left messages using the YSL Loveshine pen, offering ample content creation opportunities.
The YSL Fragrance Bar complemented the experience with fragrance-inspired mocktails prepared by trained mixologists. Here, travellers could also play a bar-top dice game in a space designed to relax and socialise.
Each outpost was curated to deliver a memorable brand encounter, while funnelling traffic towards the main Light Club installation.
The Beauty Light Club 2.0 activation was underpinned by an O2O campaign that created a seamless customer journey from online media to interactive mini outposts, OOH media and ultimately to the main pop-up.
L’Oréal Travel Retail Asia Pacific General Manager of Makeup Business Unit Marin Vialle commented: “Thanks to our continued collaboration with China Duty Free Group, we are able to build on last year’s success and further enhance our customer’s retail experience.
“Beauty Light Club is a powerful brand concept cleverly played across all touchpoints designed for the new-age consumers with highly engaging experiences with an element of surprise.
“With the incorporation of AI technology and next-level personalisation, this year’s Beauty Light Club offers new and unforgettable experiences for our customers while seamlessly integrating YSL Beauty iconic products into the customer’s journey. As always, YSL strives to push the boundaries and disrupt the game further.” 
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