YSL Beauty ‘Love 24/7’ Pop-up

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YSL Beauty reimagines the city with a total takeover designed to celebrate the full spectrum of desire. More than an event, LOVE 24/7 is a fully immersive sensorial universe set in the heart of SoHo—where connection, community, and unapologetic emotion collide. The experience transforms an iconic New York bodega into a cheeky, spontaneous beauty destination.

By day, consumers are invited to play, experiment, and immerse themselves in the YSL Beauty universe through a series of interactive touchpoints:

• The “Checkout My Look” Experience: Guests can choose between two assigned signature looks: Honey Caramel or Bubblegum Pink. At the counter, an MUA provides personalized tips and techniques to bring the chosen look to life. Guests apply the look themselves as cameras film the application, streaming the various angles onto screens at the counter using a nostalgic lo-fi filter designed for phone content capture.

1. Honey Caramel Look: A warm, curated look featuring Loveshine Plumping Lip Oil Gloss in Shade 12 (Honey Moon), Make Me Blush 24H Buildable-Blurring Powder Blush in Shade 12 (Honey Moon), Candy Glaze Lip Gloss Stick in Shade 19 (Salted Caramel), and Lash Latex Mascara.
2. Bubblegum Pink Look: A bold, playful look featuring Loveshine Plumping Lip Oil Gloss in Shade 10 (Stardust Pink), Make Me Blush 24H Buildable-Blurring Powder Blush in Shade 66 (Fuscia Fizz), Candy Glaze Lip Gloss Stick in Shade 18 (Bubble Gum), and Lash Latex Mascara.

• The Mystery ATM & Giveaways: A custom-branded “Mystery ATM” dispensing exclusive sticker packs, candy tins, and YSL Beauty product samples.

Photo Moments:

• Olfactive Fridge Experience: Elevated display fridges house MYSLF Absolu and Libre Berry Crush. The Libre experience is artfully paired with raspberries, celebrating the fragrance’s key notes.
• The Digital Magazine Wall: A hero photo moment where guests step into their own cover shoot, transforming their portraits into a live, magazine-style projection across digital screens.
• Cashier Photo Moment with Chrome Bodega Props: A final interactive stop styled as a bodega checkout counter featuring high-fashion, custom-fabricated versions of everyday staples. This immersive display includes chrome juice boxes, chip bags, and caramel bars, alongside bubblegum-colored mouthwash and soap, and salted-caramel colored honey caramel syrup jars and milk cartons.

RSVP Below! They will be handing out QR codes on lines as well.