“What do Gen Z shoppers want?” is an ever-evolving question — one that YSL Beauty has homed in on in recent years.

“They want to be entertained, they want to connect and they want to express themselves,” says Caroline Oheix, the brand’s global retail services and beauty tech director. YSL Beauty’s answer to this involves looking beyond its digital footprint to create IRL retail experiences catered to a generation more eager than ever to get off their phones. “Our role at YSL Beauty is really to design immersive omnichannel experiences that can translate digital trends seen on TikTok or Instagram into physical beauty moments.”

To do so, YSL is leaning into personalized beauty informed by innovation and its suite of experts. “Technology and data play a very big role in how we design and br

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