During New York Fashion Week, YSL Beauté introduced Lenny Kravitz as the new face of their Y fragrance through a luxurious virtual gathering, that kept guests engaged with a mix of creative content and interactive experiences. As well as a live interview with Kravitz, a series of virtual rooms hosted live performances as well as other hangout opportunities.
As soon as guests entered the site, they were directed to a customizable virtual photo booth — the first of several interactive experiences. New content was then regularly unveiled every 15 minutes, making sure they had their audience’s attention. Guests were encouraged to learn more about the fragrance through a mysterious “fragrance house” tab.