Case Study: YSL Beauté drives in-store engagement with Backlash’s Loveshine retail launch

YSL Beauté launches Loveshine in 17 UK stores with Backlash

YSL Beauté sought an impactful in-store retail activation to support the UK launch of its new Love Shine Lip Oil Gloss across its key retailers, Boots and John Lewis. The challenge was to create a flexible experience design that could work across a variety of store space sizes and levels of investment to maximize brand exposure and engagement. They partnered with the vendor Backlash for this project.

Backlash developed a flexible retail experience concept built from a kit of parts, allowing for installations to be optimized for each unique space. This ranged from large-scale executions with feature windows to compact setups with floor graphics. The solution was successfully rolled out across 17 stores. This approach delivered a strong sales uplift for YSL Beauté and enabled hundreds of customers to trial the product firsthand.

YSL Beauté