YSL BEAUTY LOVE GAME TOKYO UNDERGROUND
A limited time event being held at Omotesando Hills from July 3 to 6, 2025
YSL BEAUTY LOVE GAME TOKYO UNDERGROUND" is being held at Omotesando Hills from July 3 to 6, 2025!
This is an interactive event where you can immerse yourself in the world of Yves Saint Laurent Beauté, and enjoy a photogenic space and touch-ups of the latest cosmetics.
Here is a detailed report on what it was like to actually go, the lineup, the contents we experienced, and our recommendations.
I went without a reservation...and the line was pretty long!
I went on a weekday after midnight. You can get a very cute fan at the main entrance of Omotesando Hills, the venue. The silver hearts also had a reflector effect, so it was a nice present.
This time, I went on the day of the event without making a reservation on line. As it turned out... there was quite a line!
You might want to wear shoes that you are used to because there is a line even after the entrance.
Especially on weekends and after work, it will be crowded and there will be a long line.
You must make a reservation on line in advance to enter Space O, so if you are planning to go, I strongly recommend making a reservation on the official YSL BEAUTY line in advance!
PotipImpressions of the contents you experienced
Successfully got a sample in the blush game!
I challenged the field hockey game-like section using YSL's new blush "Make Me Blush"! You have to shove the small case toward the hole with your finger, and to my surprise, I succeeded in one shot!
The staff said, "Congratulations! and applause from the staff, and I received a blush sample.
A fun and affordable game experience, this is definitely a must-do!
There was a long line for the popular tarot!
The Lip Finder (tarot-style diagnosis) corner in the venue was very popular.
By entering your birth month and blood type, the perfect lip color for you is diagnosed, just like fortune-telling.
However...when I went there, there was quite a line and I had to give up.
If you really want to try it, the trick is to come early in the day!
Wall monitors for beauty diagnosis
Another interesting feature was the beauty diagnosis corner, where visitors answered a series of questions displayed on a monitor embedded in the wall.
As you answer the questions, YSL recommends cosmetics to you, which is a great way to find out which items are right for you!
It's a great way to find out which products are right for you!
PotipTokyo limited special trial zone
YSL Love Shine Gloss Plumper (10 colors in total!) to be released this summer in July. (10 colors!), which will be released this summer in July. With ginger oil, experience juicy, plump and shiny lips.
Special Trial Zone (Tokyo only): A corner where you can try the popular blush "YSL Make Me Blush Powder" and perfume "Libre.
There are plenty of Instagram-worthy spaces!
The space filled with YSL's worldview is a treasure trove of Instagram-worthy spots!
There are more than 14 photo booths, including a pink heart motif, a UFO catcher-type booth, and a monument on the grand staircase.
No matter where you take pictures, the "cute" never stops in this space.
It is best to charge your phone well!
A line is inevitable in front of Shiyoh Hirano's autograph!
Near the exit, there is a spot where YSL Ambassador Shiyoh Hirano' s autograph is on display.
This spot is very popular, with people lining up to take photos!
This is a must-visit spot for fans.
About YSL Beauty
Brand Background and Philosophy
- Founded: Established in 1961 as a fashion house by Yves Saint Laurent and Pierre Bergé; launched first perfume "Y" in 1964 and cosmetics line in the 1970s
- Characteristics: Embodies "boldness," "individuality," and "pushing the envelope," and believes in developing products that bring out the "playful spirit of adults.
- Social Initiatives: Actively involved in social issues, such as campaigns to raise awareness of global revitalization and gender violence.
History of YSL BEAUTY (Timeline)
Designer Yves Saint Laurent and his partner Pierre Bergier founded the fashion brand Yves Saint Laurent in Paris, France.
Y ", the brand's first fragrance, is launched. This would later become the beginning of YSL BEAUTY.
The origin of products such as the iconic " Rouge Pur Couture " and " Touche Éclat" appeared.
Fragrances became popular around the world with the success of perfumes such as " Opium " and " Paris".
YSL BEAUTY became part of the L'Oréal Group, accelerating technological innovation and global expansion.
The latest technologies are introduced, including AR, AI-based virtual try-on, and NFT campaigns.
YSL Beauty is a luxury brand that encourages "bold individuality.
It offers innovative, high-quality iconic items in cosmetics, perfume, and skincare, and enjoys a broad global following.
With its SNS-worthy packaging, environmentally and socially conscious stance, and introduction of the latest technology, this is a brand to keep an eye on.
Experience contents
1. THE LOVE CHALLENGE (Lip/Card Match Game)
- A playful game using playing card-like cards, the game is cleared by matching the same pattern of YSL Love Shine products! If you succeed, you will receive an original novelty. It is a fun game that can be enjoyed by friends and couples.
2. Lip Finder (Diagnosis by birth month and blood type)
- At the Lip Wall located at the silver desk at the bottom of the grand staircase, visitors can diagnose their "destiny YSL color" by simply entering their birth month and blood type. After the diagnosis, you will receive a card of the corresponding color and a sample of the color, making this a fun new experience.
3. Hockey-style blush game
- A game using YSL Make Me Blush Powder. The puck is popped with the fingers and hit the target. This content has a sporty feel, played with intuition and sense.
4. Purikura-style photo booth (Libre Perfume Corner)
- At the Yves Saint Laurent's classic perfume "Libre" corner, visitors can experience Purikura, a photo booth that looks like a photo ID. Visitors can take a photo and print it out at the touch of a switch. This is a fun photo spot that you can share with your friends.
5. Photojournalistic photo spots (more than 14 locations!)
- The grand stairwell and entrance are colored pink, and there are more than 14 photo spots such as a giant heart mirror, UFO catcher-type photo box, heart sofa and ceiling mirror! You can freely take pictures as if you were in an art space.
6. Makeup Station / Trial Corner
- A full lineup of YSL's popular "Love Shine" series, including the new "YSL Love Shine Gloss Plumper" in 10 colors, lipsticks, glow balms, candy glazes, and more. In addition, the "Make Me Blush Powder" blush (two popular colors) and the "Libre" perfume series are also available for hands-on experience.
7. Tokyo-exclusive special experience (for SANA and Shiyoh Hirano fans)
- A Tokyo-only project featuring Japan Ambassador SANA (TWICE), Ambassador Shiyoh Hirano, and makeup artist Sam Visser, with SANA herself raving about how fun it was to sit on the heart sofa and pose for selfies + commenting that the "LOVE CHALLENGE" was also fun. SANA herself praised the event, saying, "It's fun to sit on the heart sofa and pose with selkas.
8. A variety of special offers for reservation holders and visitors!
- Pre-order bonus: Space O reservation holders will receive a stick balloon with YSL logo.
- Visitor gift: A fan with YSL logo will be given to all visitors.
Limited quantity, will end as soon as they are gone.
PotipRecommendations
| Contents | Points |
|---|---|
| Lip Diagnosis & Games | A casual experience with a sense of fortune-telling x fun |
| Cheek Hockey | Play like a game and look great! |
| Photo Spot | More than 14 types of photo booths for photography lovers |
| Makeup Experience | Try out the latest lip and perfume |
| Lots of special offers | Fans, balloons, novelties, and fun things to collect! |
Shopping privileges
- Pre-sale at the venue only:
- Lip "Gloss Plumper" will be available for pre-sale at official online and Omotesando flagship stores from July 2.
- Couture Mini Clutch No. 730" will be available for pre-sale on July 23 (available nationwide on August 1)
- Purchase privilege:
- Original silver pouch gift with purchase of YSL products including lipsticks of 13,000 yen or more (tax included) at the venue (limited quantities)
- Payment method: Credit card, transportation system IC, and QR payment accepted. No cash accepted.
Pamphlet
Summary｜Points to know before you go
| Checklist | Contents |
|---|---|
| ✅ Reservations | It is a must to make a reservation on line before you go! If you go on the day of your visit, you may have to wait in line. |
| ✅ Time of day | I get the impression that there are relatively fewer reservations in the morning and earlier in the day. |
| ✅ Featured Corner | Cheek game, tarot diagnosis, wall monitor diagnosis, photo spot |
| ✅ Privileges | Get a sample if you succeed in the game, purchase privilege available (with conditions) |
| ✅ Also for the guessing game | Shiyou Hirano's autograph on display! ◎ For photo spot |
This is a super-premium event for a limited time only, where you can experience the charm of YSL BEAUTY.
This event is recommended not only for cosmetics lovers, but also for those who want to look good on social networking sites and for those who want to do guess-the-activities.
It ends this weekend, so be sure to visit as soon as possible!
Store Name: Omotesando Hills Main B3F - Grand stairwell, Space O, Entrance Media, etc.
Address: Space O, B3F, Omotesando Hills Main Building, 4-12-10 Jingumae, Shibuya-ku, Tokyo 150-0001, Japan, etc.
Regular holiday: nashi (Pyrus pyrifolia, esp. var. culta)
Store URL: https://www.yslb.jp/yslloveshine-event.html
Nearest station: 2 minutes walk from "Omotesando Station" Exit A2
Opening Date: 2025-07-03
Event Name: YSL BEAUTY LOVE GAME TOKYO UNDERGROUND
Event Start Date: 2025-07-03
Event End Date: 2025-07-06
Admission fee: free
Special Notes: Official line registration required, last day until 18:00 (last admission 17:30)
Weekday Business Hours: 11:00 - 21:00
Holiday Business Hours: 11:00 - 21:00
Event Period: 2025-07-03 - 2025-07-06
