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L’Oreal Unveils ‘Yves Saint Laurent Beauty Hotel’ in Toronto [Photos/Video]

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L’Oreal unveiled its ‘YSL Beauty Hotel’ in downtown Toronto last week, showcasing a unique brand activation which has been in only a handful of cities globally. The marketing initiative also included a retail component for the first time, exemplifying the merger between retail and experience. 

The YSL Beauty Hotel involved taking over the trendy 12-room Hotel Ocho at 195 Spadina Avenue for two days, on September 12 and 13, to create an interactive experience for its ‘hotel guests’ that included activities pertaining to the brand. Parent company L’Oreal described the YSL Hotel as being “A celebration of the brand and its new makeup and fragrance launches and innovations.” 

Article Author

Craig Patterson
Located in Toronto, Craig is the Editor-in-Chief of Retail Insider and President/CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Director of Applied Research at the University of Alberta School of Retailing in Edmonton, and consultant to the Retail Council of Canada. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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