YSL Beauty: The House of NU

This consumer-centric (IRL!) experiential activation not only kicked off NYFW 2021 but launched YSL Beauty's NU line celebrating perfect imperfections. The YSL Beauty House of NU was much more than a pop up. By appointment only (which sold out in a matter of hours online), with a few walk ups thrown in, consumers/NYFW fans could get made up by YSL makeup artists and have the rare opportunity to be shot by NYFW fashion photographers for the chance to be part of the brands' upcoming campaign! Real consumers who came out to #BAREITPROUDLY and #DARETOGONU. One day only. 10am-7pm. More than 200 faces touched up and shot (with hundreds more sampled and stopping by). Attendees could also step around the sides for a GIF stations - to share their skin stories and 'signature' - it was a content extravaganza. DJs Va$htie and Ana Boo kept the NYC vibe/energy going strong. In addition, we also did beautiful VIP creative/product mailers prior and the brand executed a takeover at the Union Square Sephora location in conjunction with the launch, driving consumers there for more goodies/sales. The YSL Beauty House of NU is set to head to additional markets as well...