The Brief:

YSL Beauty needed a way to announce its new fragrance and lipstick range that would effectively capture both media and public attention.

The Strategy:

We created a show-stopping launch and activation, lighting up the streets of Orchard Road with pyrotechnics to announce the launch of the YSL Beauty Libre Pop-Up. To gain maximum publicity for the pop-up, Thai superstar Bright was invited to attend the launch event alongside key media, influencers and the YSL tribe.

The Outcome:

Gusto Collective Singapore managed the event, media, KOL engagement, regional celebrity engagement and PR. The event generated global buzz, with <#YSLBEAUTYSGBRIGHT> becoming a top global trending hashtag on Twitter.

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