Case Study: YSL Beauté connects with fans on Dua Lipa’s UK tour with Backlash’s Love Games roadshow

YSL Beauté drives 34,000 samples and 5,000 MUA experiences with Backlash

YSL Beauté sought to create a fan experience around Dua Lipa's UK concert tour to promote its Make Me Blush and Loveshine Lip Gloss products. The challenge was to design an engaging, high-capacity activation that could handle ultra-high footfall in an outdoor stadium environment while allowing for product trials and purchases. They partnered with the vendor Backlash to develop this experiential marketing solution.

Backlash implemented a premium, glamorous space featuring a digital queue system to manage crowds. The solution included makeup touch-ups, a retail area via Selfridges, and a photobooth. The results were significant, with Backlash facilitating the distribution of 34,000 samples and 5,000 professional makeup artist engagements across the London and Liverpool tour locations.

YSL Beauté