YSL Beauty Hosts First-Ever Twitch Community Quest to Reveal Black Opium

YSL Beauty is hosting a first-of-its-kind collaboration with Twitch's Brand Partnership Studio featuring four popular European Twitch streamers: /Maghla (FR), Talia Mar (UK), Honeypu (DE) and Cristinini (ES), leading the Twitch community in a custom-built, interactive live gaming quest to find the YSL Black Opium le Parfum bottle

The quest sees four Twitch streamers rely on their communities to solve challenges, decrypt clues and find the Black Opium secret location. As they went from one challenge to the other, A.R filters immersed each streamer in a nocturnal atmosphere inspired by YSL Black Opium 

Once they find the hidden location, the streamers will work with their communities to complete a series of custom minigames to reveal hidden treasures held inside a digital YSL Black Opium vault. These minigames are based on Twitch extensions and, for the first time ever, are fully interactive with a 3D environment, inside the YSL Black Opium vault.

Diane Hecquet, chief digital and marketing officer YSL Beauté said, “This new Twitch campaign enables to push the immersion and interactivity further to keep engaging Black Opium lovers and attract new communities in both  a disruptive and playful way. It’s all about claiming YSL Beauté edge and cultural relevancy.”

During the first quest, French streamer Maghla’s community helped her complete each challenge and celebrated their progress with the custom YSL Black Opium Twitch emote becoming the first to find and open the vault. (More than 146k unique viewers tuned in during the livestream, using the Black Opium emote over 15k times.) 

Adam Harris, global head, Twitch's Brand Partnership Studio said, “We wanted to create a unique, unmissable experience to engage the Twitch community with challenges inspired by the scent and aesthetics of the iconic YSL Black Opium fragrance. We see on Twitch that video games and beauty share a common appeal to the gen z and millennial generations: creativity and world building. Oftentimes Twitch streamers will even combine a beauty stream with world building in Minecraft or a few rounds of Fortnite.” 

YSL Beauty previously held a series of sponsored streams on Twitch in 2021, generating 3.7 million minutes watched. Three streamers showcased the Black Opium product and completed a series of challenges, with YSL Black Opium gifting channel subscriptions to winners’ communities