Pret-a-Reporter

YSL Beauty Pop-Up Shop Opening In Los Angeles

Courtesy of YSL Beauty
Rendering of the YSL Beauty Pop-Up opening in DTLA.

A "lip showroom" is coming to DTLA's Ace Hotel.

On Tuesday, Jan. 10, Yves Saint Laurent Beauty will launch the first U.S. location of The Lip Showroom, a two-day pop-up shop in the kiosk in front of the theater at Ace Hotel in downtown Los Angeles, open from noon to 8 p.m. both days. The concept originally debuted in Asia in early 2016, traveling to Korea, China and Japan before touching down in L.A.

A second U.S. pop-up may land in New York City in September, according to Verane de Marffy, vp of marketing for Yves Saint Laurent Beauty at L'Oreal. 

"YSL is about cool, edgy couture — first with [former creative director] Hedi Slimane and now with Anthony Vaccarello — and a freestanding store is really important in order to convey a unique brand experience to the customer," said de Marffy in an exclusive interview with THR. "I think that of all our [beauty] categories that lip is really the one where we’re the most innovative. There are almost 200 shades and we have so much depth in terms of formulas, from sheer to full coverage to long-wear. Then there is the iconic packaging. And in May, we became the first beauty brand in the U.S. to offer engraving of lipstick online, of any makeup actually, with a name or message or hashtag at yslbeauty.com, and it took off like wildfire."

YSL lip product sales were up 31 percent last year, according to NPD Group market research. "It's exciting to keep the momentum going," she added.

The Lip Showroom will offer about 45 products, according to de Marffy, including 36 shades of Rouge Pur Couture Glossy Stain, Rouge Pur Couture Lipstick, Rouge Vulopté Shine and Vinyl Cream Lip Stain (the newest lip product, launched in May) as well as five hues of a limited-edition, star-embellished version of the brand’s signature Touche Éclat aluminizing concealer, and two fragrances: Black Opium and Mon Paris. Customers also can have lip products engraved on-site with up to 14 characters for no extra charge.

"Since [former creative director] Hedi Slimane is from Los Angeles and so integrated in the community, L.A. has almost become a mini hub for the Saint Laurent brand and, more specifically, we are also having an event for our new brand ambassador, musician-model Staz Lindes, who is from L.A.," said de Marffy, when asked why Los Angeles was chosen as the debut location for the pop-up shop. (It sounds like the plan could have been in the works before Slimane's departure from the fashion house in the spring of 2016.)

A private party on Tuesday, dubbed The YSL Beauty Club Tour, will celebrate the appointment of Lindes, a Venice Beach native who succeeds Cara Delevingne as the new face of YSL Beauty.  The 23-year-old (who fronts the band The Paranoyds and is the daughter of former Dire Straits guitarist Hal Lindes) was a Slimane muse who made her modeling debut at the spring 2016 Saint Laurent show. Lindes’ brother Misha’s band SadGirl will perform at the party, and a star-studded young Hollywood crowd is expected to attend, including Zelda Williams, Emma Roberts, Ireland Baldwin, Brandon Thomas Lee and Dylan Jagger Lee. 

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