During the holiday season, the company needed to provide customers with a brand experience as good as a real time event, or even better than a real time event, to get the "No. 1 gift" brand position in the Japanese market.

A POPUP event was held in a virtual space. Within the space, the same experiential contents were preprared as they were at a real time event. Brand loyalty was increased through these contents which led to actual purchase behavior.

About the virtual space and overall contents: They were designed by the use of moving images to enable easy operation and lightweight navigation in the 3D space. This design helped reduce users' stress compared to other companies' virtual store projects, and achieved both the worldview of the holiday season proposed by YSL and the usability of the virtual store.

The target segment was women in their 20s and 30s. Among these women, the core target was women living in urban areas who have experienced the YSL brand in the past.

Specific content included:

·Gift concierge

As per 384, content displays gift recommendations from YSL Beauty products after answering multiple questions about the person who the gift is intended for.

·Gift simulator

Users can create their original gift boxes virtually and receive the images as digital data.

·Pairing Game

Memory game using visuals from YSL Beauty's limited-edition holiday product packages.

Users who completed the game received gifts such as event-exclusive novelties and store visit coupons.

·Photo Studio

Photo contents that allow visitors to have their picture taken with the ambassador?JO1?. During the virtual event, the YSL Omotesando flagship boutique in Tokyo was also set up with equipment for actual photo shooting, creating a link with the real world.

In order to lower the bar for visitors to come to the virtual space, the site was implemented in a web browser compatible with both PCs and smartphones so that people of all ages, and people from all over the world could easily access the site. We designed an operational method that allows visitors to easily move around the digital space using only swiping/tapping, which is often used in web browser operation, and wheel/clicking on a PC, and a camera work that dynamically switches viewpoints to allow visitors to enter and move around in the virtual space.

By implementing the virtual space, we achieved a 3D space representation using moving images without loading large amounts of textured data or 3D models.The video is also designed to shorten the loading time by downloading the necessary parts each time according to the order of the experience.

SALES, the brand's main product, +37%

·Livre Eau de Parfum & Eau de Toilette: +169%

·Pure Shot Night Serum: +46%

·Rouge Volupte Shine :+48%

Number of transactions: +29% over last month

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