Activation of the Month: Troy Sivan and Mecca
One of Australia's biggest musicians and creators recently staged a fun activation surprising customers in a photo booth at the recent Mecca launch of his new fragrance By Your Side.
@meccabeauty @Troye Sivan 🤝 @Tsu Lange Yor 🤝 MECCA We had a very special guest in our MECCA George Street store yesterday to celebrate the official launch of TsuLangeYor’s By Your Side fragrance at MECCA! This month, we’re bringing the By Your Side experience to Sydney and Melbourne, with the MECCA x Tsu Lange Yor photobooth popping up in the below locations, where you can sample the fragrance and capture the moment.* 📍MECCA George Street 🕑 Now – Monday 3 March 📍MECCA Melbourne Central 🕑 Friday 7 March – Wednesday 12 March *Troye not included #MECCAmoment
♬ original sound - MECCA
The fragrance is part of the lifestyle brand Tsu Lange Yor, launched by Sivan and his brother last year.
The activation is a couple of weeks old but we loved the customers' reaction as well as Sivan's nervousness at surprising them as they entered the booth. The video has had over 126,000 views.
Go Deeper: Sivan has a massive profile across TikTok (3.7 million followers), Instagram (15 million followers) and YouTube (8 million followers).
The Grammy-winning 29-year-old pop star also did traditional media around the launch telling The Sydney Morning Herald: “None of our fragrances are gendered in any way,” says Sivan, who has already released four scents with his brother Steele Mellet, with whom he co-founded lifestyle brand Tsu Lange Yor. “If it speaks to you, it speaks to you.”
“The queer aesthetic is just an open aesthetic. It’s an open-mindedness to whatever feels right and feels good.”
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