The YSL Beauty Hotel is setting up shop in Manhattan’s SoHo.
After a successful Paris pop-up, which saw 2,500 guests, YSL is bringing its Beauty Hotel Stateside for New York Fashion Week. The “immersive, multisensorial” experience is in celebration of Zoë Kravitz as the face of the Black Opium fragrance and is part of a larger strategy to increase brand awareness, according to Verane de Marffy, senior vice president of YSL Beauty.
“The brand’s really on fire. We’re actually up 20 percent year-to-date and this is our fourth year of double-digit growth,” said De Marffy. “One of the strategic objectives of the brand in the U.S. is to continue to grow it that fast and in order to do that, we need to build brand awareness and brand excitement.”
The pop-up will be held at the World of McIntosh Townhouse from Sept. 8 to 9. It is free and ticketed, with registration live on showclix.com. A VIP party, at which Kravitz is expected, will take place on Sept. 7, followed by one thrown in partnership with Harper’s Bazaar on Sept. 8.
The idea behind the SoHo installment is to “create buzz and excitement among the celebrity influencer and consumer communities,” said de Marffy, adding that the Paris pop-up generated 2,000 posts, 1.4 million engagements and 160 million in reach on social media.
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The NYFW event will feature rooms inspired by the Black Opium campaign video: a pool room where guests can “walk across water,” fragrance workshops, a study in which guests can express their “wildest Black Opium fantasies” on a Black Opium bed, a rooftop cafe and a shop where customers will have access to YSL Beauty’s newest launches, as well as images shot by Kenneth Willardt for the September Issue of Harper’s Bazaar.
The Beauty Hotel also comes with the announcement of YSL Beauty’s forthcoming rewards program. The YSL Beauty Rewards Club launches officially on Oct. 2, but those attending the Beauty Hotel will have first access to the benefits.
“In the continued strategy of trying to cater to our consumer properly to know who she is, we need a loyalty program to build on yslbeauty.com, which is our digital flagship,” said de Marffy. “The digital space, especially the e-commerce space, is the one growing the fastest and it’s a window to our brand. Almost all of our launches launch exclusively on yslbeauty.com. We have edits there, we have stories there, so we want to build the loyalty of that brand.”
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