YSL joins Selfridges’ pop-up push with pâtisserie-inspired activation

YSL Beauté is bringing its latest launch to life with The YSL Patisserie, an immersive pop-up at Selfridges London celebrating the new Make Me Blush Cream.

Running from 10-23 September, the pop-up takes inspiration from a Parisian pâtisserie, with the space reflecting the colours and textures associated with the new cream blush.

Designed to create a natural-looking flush, the collection is available in six shades: Hot Mauve, Raspberry Glaze, Chocolate Mousse, Nude Lavallière, Peachy Nude and Strawberry Seduction.

Visitors can explore the shades through YSL Beauté make-up consultations and product demonstrations, with the opportunity to try the different colours and find a shade that suits their preferred look.

The pop-up will also feature promotional gifts with selected purchases. Customers who purchase Make Me Blush Cream will have the opportunity to play for YSL Beauté gifts, including YSL Loveshine minis and YSL Beauté mirrors.

Customers who spend £100 on YSL makeup can also receive an off-white YSL pouch, subject to availability and while stocks last.

The activation comes as Selfridges continues to expand its beauty offering through dedicated retail spaces and experiences. Last month, Byredo partnered with Selfridges to celebrate the launch of its latest fragrance with an immersive pop-up.

In May, DUA by Augustinus Bader Science held its another pop-up at Selfridges London, while Morphe hosted a week-long activation on Duke Street, highlighting its Custom Blends brush collection.

Elsewhere, Anua brought its PDRN skincare range to Selfridges Manchester through an exclusive pop-up, offering shoppers the chance to discover the ingredient and its growing presence in K-beauty.