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Yves Saint Laurent opens store on Cosmopolitan Boulevard

March 21, 2011

YSL storefront


Yves Saint Laurent brings its beauty products straight to the user via a new interactive window shopping iPad application developed by Hearst’s Cosmopolitan magazine.

The Cosmopolitan Showcase edition application for the iPad introduces “Cosmopolitan Boulevard,” featuring custom activations for YSL and the six other participating brands. The platform allows users to take a virtual stroll down a boulevard populated by interactive shops designed to individually reflect the included brands.

“The iPad’s graphic capabilities are an ideal showcase for YSL’s beautiful creative,” said Nicole L. Mills, associate publisher of marketing at Cosmopolitan, New York.

“The iPad screen enhances the visual richness of the images while also allowing for an enhanced interactive experience that brings the brand to life, connects the consumer with the brand’s attributes, and gives the option to purchase, all in one sleek device,”

YSL's signature perfume La Nuit de L'Homme is the product featured in the storefront.

Developed in-house, the Cosmopolitan application is available for the iPad for $2.99 from Apple’s App Store.

Cosmo shows more

The seven participating brands within the Cosmopolitan Showcase Edition application are YSL, Baby Phat, Estee Lauder, Lancome, mark., Nivea and Revlon.

The application features elements that make the most of the iPad’s video and interactive capabilities.

Each storefront allows consumers to test out different features upon entering, which include visiting the product site, like the Facebook page or participating in a sweepstakes.

“Rather than just show marketers’ brand ads with maybe a tap-to-video, as many of the magazine apps are doing, the Cosmopolitan Boulevard features a unique custom interaction with each brand’s featured product that capitalizes on the iPad’s revolutionary capabilities,” Ms. Mills said.

“The interactive Cosmopolitan Boulevard extends the experience that the user is having with the editorial content to the advertising content as well, enhancing users’ overall experience with the app and allowing deeper engagement with each of the featured brands,” she said.

Although consumers cannot buy the featured products directly within the application, the click-through capability to the brand’s Web site can lead to sales.

The iPad gives brands new and creative opportunities for creating engaging experiences with the consumer.

HD-quality video and other interactive content such as pinch-to-zoom and the capability to set the product in motion are just some of the opportunities that the iPad provides.

Digging it

“The iPad is a great device to showcase luxury brands and their goods," said Dan Lowden, vice president of marketing at Digby, Austin, TX. "It is a portable device that many consumers are using from their home to browse and buy.

“The iPad is a great complement to a luxury brand's mobile strategy including a retail-branded, smartphone-optimized mobile Web site and rich apps for the iPhone, BlackBerry and Android," he said.

Digby did not develop the Cosmopolitan Showcase Edition application. Mr. Lowden agreed to comment as a third-party industry expert.

“Luxury retailers should enable a great shopping experience across all major device platforms so they can delight their customers, engage with them more, increase sales and build loyalty,” Mr. Lowden said.

Final take

YSL and Cosmopolitan Boulevard