This project focused on developing a creative pre-launch concept for the China market. As viral beauty products in China often gain traction through memorable nickname culture, YSL sought a compelling unofficial name to support early communication.
Drawing inspiration from the couture spirit of YSL, we named the product “Night Queen”—a title that quickly resonated with consumers and has since become its widely adopted market name.
In line with this theme, the gift box was also designed around the “Night Queen” narrative and YSL’s fashion aesthetic, enhancing the storytelling and premium experience throughout the launch journey.