The beauty brand, YSL Beauty, lit some of the most representative monuments of Mexico City for his new release presented together with Dua Lipa.
According to a study by Statista, the cosmetics industry had been in constant growth since 2004, however, the arrival of covid-19 directly affected this industry (as well as some others), consequently resulting in a loss of growth of 8 percent. The covid pandemic is still in force, but reaching its new normal, starting new opportunities for trademarks can make their marketing strategies on the streets and that these reach thousands of people. Due to a prolonged period of time spent in their homes, the Mexican population is going out more and more, being eager to witness new experiences that can get them out of their long confinement time.
Currently the trademarks have a high possibility of success if they choose to choose to carry out strategies of marketing experiential that reaches consumers and live new immersive experiences, motivating them to explore the world, an idea that some of them are already carrying out effectively.
YSL Beauty He chose to carry out his advertising together with the brand ambassador, Dua Lipa, in Mexico City, this by illuminating different architectural monuments, such as the Museum Soumaya (being the first time in history that this happens), the Monument to the Revolution and the Tower Latin American.
These monuments were illuminated with different videos promoting the fragrance of YSL Beauty for Lady “FREE“, Where we also see present Dua Lipa.
The places were chosen strategically, since these spaces are in charge of enhancing the evolution of the beauty of the Town from Mexico, just like you have YSL Beauty with its evolution within the world of beauty by redefining its meaning.
According to the brand, “Free”Is the word you define Yves Saint Laurent, that is to say that you are always experimenting, being at the limit and breaking borders, values with which the brand manages to identify Dua Lipa, for which she was chosen as the face and voice of “Free Eau de Parfum“.
Libre would seek to be a new option that would come out of the everyday, breaking stereotypes, walking between the masculine and the feminine, making “everything that makes free be innovative”, therefore, this campaign in the same way sought to get out of the everyday. According to Anne Flipo and Carlos Benaïm (those in charge of LIBRE), for the creation of this they only had to follow their instincts and remain faithful to the essence of Libre, but this time reinterpreting it in a new, more sensual and captivating installment.
New technologies such as augmented reality and virtual reality are allowing more and more brands to choose to create new experiences for consumers. This type of strategy is becoming more and more frequent in Mexico City and the world; We saw an example of this previously with the exposition of Van Gogh: Alive, or also the immersive work of Frida Kahlo.
These types of experiences, in addition to allowing the creation of cultural spaces, are also now being used by brands and the new campaign of YSL Beauty with free is proof of it. What other brands will choose to use these types of strategies that offer immersive experiences?
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