How YSL turned Valentine’s gift boxes into couple-story content on Douyin

For Valentine’s Day 2024, YSL paired the “YSL高定漆皮香水彩妆礼盒” (YSL Couture Lacquer Fragrance and Makeup Gift Box) and “YSL口红礼盒” (YSL Lipstick Gift Box) with the slogan “爱 就要天翻地覆” (Love Must Turn the World Upside Down) and the hashtag “ysl情人节” (YSL Valentine’s Day). Couple skits opened with everyday friction and made gifting the way to reconcile; unboxings then moved to close-ups of the red lacquered, quilted packaging, the fragrance and the new “2024狩猎焰” (2024 Hunting Flame) lipstick shade. The “全明星产品一次性集齐” (All the star products in one set) message framed the mini makeup set as a complete gift.

The audience split between urban young women who valued ceremony and premium design, and men shopping for Valentine’s gifts. YSL used a limited-edition, first-release proposition without discounts, with search and store-window calls to action, JD’s 小魔方 (Little Magic Cube) topic traffic and offline store direction connecting content to purchase.