WPP media agency Wavemaker has partnered with L’Oréal to launch YSL Beauty’s bold new fragrance, Libre, with a captivating immersive campaign.
The launch is the biggest for the beauty brand since it released its best-selling perfume Black Opium in 2013.
The OOH campaign consists of a 360-degree sensory experience at London’s Granary Square, King’s Cross, featuring a combination of projection mapping on the building’s façade and LED-controlled water fountain displays, overlaid with alluring audio as the iconic YSL logo appears, followed by the distinctive geometric perfume bottle.
The campaign accompanies the latest broadcast advert for Libre, starring multi-award-winning recording artist Dua Lipa as its face.
The campaign will also feature gifting opportunities, with samples of the scent available to members of the public. This is a first within the beauty sector, and the projection pushes the boundaries of what is possible with Out-of-Home media.
The campaign strategy was managed and implemented by Kinetic, supported by media delivered by Wavemaker, and projection designed and delivered by Projection Artworks.
Emily Byrne, General Manager, YSL Beauty UK&I, said: “We wanted to create a stand-out, best-in-class brand expression that showcased the YSL Libre fragrance, whilst also embodying what YSL Beauty stands for as a young, edgy, luxury brand.
This is a first within the beauty sector, and the projection pushes the boundaries of what is possible with Out-of-Home media. We hope this will be a truly surprising and memorable event for the consumers who see it live, as well as those who experience its amplification online across YouTube and other social channels.”
James Byard, Head of Kinetic Active said: “It’s been a pleasure to partner with L’Oréal and Wavemaker on this innovative Out-of-Home campaign, demonstrating how the medium can be used to create spectacular immersive experiences and drive brand fame.”
