YSL Beauty and Snapchat unveil a unique influencer campaign for the launch of the new YSL Lovenude range
YSL Beauty (L'Oréal Group) and Snapchat unveil a unique influencer campaign, entirely designed to support the launch of YSL Lovenude, the brand's new range of lipsticks and lip pencils. This activation features four iconic content creators from the platform in an exclusive escape game at the YSL Beauty Love Hotel.
4 Snap Stars, 4 challenges, 1 goal
To embody this launch, four Snap Stars—Nourhene, Mai Lee, Shana, and Louise Rgt—are invited to the Lovenude Hotel, located in the Hôtel des Bains in Paris. Immersed in a tailor-made scenario, they are awakened by a mysterious invitation from YSL Beauty and led to the hotel without knowing what awaits them.
Throughout the day, they participate in an escape game punctuated by a series of challenges. Each moment is captured and broadcast as episodic content on Snapchat (Stories, Spotlight and behind-the-scenes formats), transforming the experience into a truly immersive series.
The tests:
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Test 1: “No Filter”
Facing a Makeup Station and an Augmented Reality Mirror, each makeup artist must apply their makeup without activating the Lens developed for this product launch. The principle is simple: you have to apply makeup without opening your mouth, a real challenge when you know how common this reflex is in front of a mirror.
Objective: to remain unfiltered for as long as possible to win a YSL Loveshine key.
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Challenge 2: “Lip Combo”
Four makeup combinations are offered: participants must find the correct YSL Loveshine and Kiss Shaper combinations among 11 references.
Objective: to identify the 4 combinations as quickly as possible.
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Challenge 3: “Luggages”
The designers fill a suitcase with YSL products and then have to guess the total weight.
Objective: to get as close as possible to the actual weight in order to win a key.
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Test 4: “Hot interview”
Each participant chooses between answering a personal question or taking on a taste challenge with a spicy trompe-l'œil.
Objective: to answer all the “burning questions” to win a key.
An experience conceived as a series
The entire activation is designed as an episodic narrative adapted to Snapchat's style, blending POV, immersive storytelling, and exclusive content. From the mysterious invitation to the final challenge, the community follows the entire adventure in real time, with entry points to practical information allowing them to book time slots to experience it. The prize: the chance to win a night at the Lovenude Hotel.
In parallel, YSL Beauty is launching an augmented reality Lens on Snapchat , allowing users to virtually try on the YSL Lovenude collection. Accessible from the brand's public profile, this Lens
invites Snapchatters to discover the different shades as well as the sculpting effect of the YSL Lovenude Kiss Shaper Sculpting Lip Liner, extending the Love Hotel experience into their daily lives.
A unique and immersive activation conceived by YSL Beauty and amplified by Snapchat's expertise
With this initiative, YSL Beauty continues its collaboration with Snapchat, leveraging a comprehensive ecosystem that blends creators, augmented reality, and engaging formats.
“This initiative illustrates how brands can engage with new generations today: through interactive experiences, embodied by creators and designed to be lived and shared in real time. This approach allows the House to effectively reach Gen Z and strengthen brand desirability, transforming a product launch into a true cultural and social experience,” says Julie Bogaert, Head of Creator Partnerships EMEA.
