YSL Rouge Volupté Shine and Opium Nuit Blanch Launch

Venue: Sydney Town Hall
Event Dates: 14th April, 2016
Attendance: 1000

Challenge

GPJ was selected as the preferred event marketing partner by YSL to produce their #YSLBeautyNightOut at the Sydney Town Hall.

The event had global coverage having just taken place in Tokyo, New York, London and Paris. A benchmark had been set and GPJ’s challenge was to exceed it.

Special guests walking the red carpet in Sydney included Gemma Ward – flown in from the US for the event and Australian models Samantha Harris and Jodi Anasta.

In celebration of the launch of their Rouge Volupté Shine lipstick, YSL played host to a variety of experiences including a DJ performance by Flight Facilities, the YSL cocktail bar and make-up artists to provide complimentary make-overs for all guests.

Solution

The objective was to launch YSL’s new Rouge Volupté Shine and Opium Nuit Blanche parfum products to Australian consumers, ‘trend’ on social media and garner mainstream press coverage.
The concept was to create two “universes” reflective of the two products’ unique characteristics with a principal focus on the VIP guests and media audiences. GPJ created an all pink Rouge Volupté universe where VIP’s and consumers were able to experience the cosmetic products upon entry and black-dark Nuit Blanche Opium Parfum universe where Flight Facilities performed a DJ set and guests partied into the night.

Results

GPJ created a flawless event that had mainstream national and global press coverage in domestic and international publications including the Daily Telegraph (AU), The Daily Mail (UK) and The West Australian (AU).
YSL received 78, 000 likes and 2.9 million unique impressions on Instagram and over 155,000 impressions on Twitter.

Product Manager, Bathany Cartan said

“THANK YOU for all of your efforts bringing our vision to life!! We have been blown away by the attention to detail, professionalism, commitment & passion at every level from the very outset of our briefing throughout the entire process. We really look forward to working with you on future projects & won’t hesitate a second to recommend GPJ to others!!”

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