The Opportunity
To launch the new LOVESHINE Plumping Lip Gloss Oil, YSL Beauty set out to make a bold statement. The brand’s ambition was to create an immersive, editorially rich experience that would generate international media coverage, social buzz and long-form storytelling across key platforms. Hollr was brought in to lead the earned media strategy and support every step of the campaign — from planning through to amplification.
The Approach
We developed a media-first strategy designed to elevate the launch beyond a one-night event. From the outset, we worked closely with the YSL Beauty team to shape messaging, secure high-impact editorial opportunities and identify key media partners across markets. We also advised on how to integrate live content, talent access, and digital-first storytelling into the event’s DNA.
The Solution
Hollr curated, hosted and managed attendance for international journalists from culturally relevant and high-reach outlets including Dazed, The Independent, Grazia, ICON, NBC and Stylist. We ensured exclusive access to talent and key spokespeople, coordinated interviews, and produced bespoke content for media use — including B-roll, behind-the-scenes moments, and a tailored video news release. On the ground, we worked with media to drive live social posting and real-time coverage. The result was a multi-layered editorial campaign that captured the energy of the LOVE GAME pop-up and LOVE CLUB event across digital, print and broadcast.
The Hollr Difference
This wasn’t just a product launch — it was a moment that sparked global beauty conversation. From securing VIP interviews to delivering ready-to-publish assets, Hollr made sure the content travelled well beyond Miami. Headlines like “If Miami were a lip product, it would be the new YSL LOVESHINE Plumping Lip Oil Gloss” perfectly captured the bold, playful energy of the brand. We helped turn a two-day event into a lasting editorial moment that resonated across borders and platforms.