Yves Saint Laurent Beauty opens a pop-up for the launch of its YSL Loveshine collection

On March 26 and 27, to celebrate the launch of its new YSL Loveshine lipstick collection, Yves Saint Laurent Beauty, part of L’Oréal’s luxury division, will be opening a pop-up in Paris’s 11th arrondissement. 

At the entrance to the YSL Loveshine Factory, located at 27 boulevard Jules Ferry, a suspended heart will immerse the public in the world of YSL Loveshine. Four other areas will offer a unique opportunity to discover this new collection, embodied by the artist Dua Lipa, the brand’s ambassador.

Visitors will discover a futuristic room where robots will perform a choreography featuring YSL Loveshine lipsticks, as well as an olfactory bar. All of this will be punctuated by activities such as pincer machines where visitors can win a lipstick. Visitors can also take advantage of make-up flashes to discover the new lipsticks.

Yves Saint Laurent Beauty is not the only cosmetics brand to try its hand at experiential pop-ups to mark the launch of a collection or product. Nina Ricci recently took over the Canopée des Halles in Paris with the Nina Illusion Café, an ephemeral venue celebrating its new fragrance, Nina Illusion.