Yves Saint Laurent

Translating a global campaign into a high-shine, high-impact retail moment.

The Challenge
To launch Loveshine Plumping Lip Oil Gloss, YSL Beauty needed more than shelf space; they needed a moment. The ask: create a high-impact, social-first retail experience that would stand out across 7 Sephora locations in Canada, turning routine shopping into an immersive brand story rooted in premium design and cultural relevance.

Our Approach
Our creative strategy was built around three key pillars: amplify the product’s glossy payoff through material and form, design content-first moments that invite interaction, and seamlessly integrate within Sephora’s retail footprint. Drawing from the global campaign visuals featuring Dua Lipa, we translated Loveshine’s chromed-out aesthetic into a high-shine world of reflective finishes, luxurious texture, and dimensional storytelling.

The Execution
At the centre of the experience was an oversized metallic pink heart sculpture, set against a backdrop of quilted chrome cushion walls and reflective acrylic accents. A halo-lit YSL logo, curated “Get the Look” product displays, and integrated digital content invited tactile discovery while encouraging content creation moments at every angle. Every design element served dual purposes: enhancing the in-store experience while optimizing for social shareability. The result: an environment that looked, felt, and moved like the product itself.

Beyond The Gloss
The YSL Loveshine x Sephora pop-up made one thing clear: the most impactful retail experiences don’t just sell product, they create connection and shape culture. By translating a global brand story into an immersive, local moment, Park demonstrated how narrative, environment, collaboration, and shareability can work together to drive relevance, inspire trial, and leave a lasting impression.