YSL

Where timeless elegance meets cutting-edge fashion and beauty innovation

Categories
  • Copywriting & Blogs •
  • Digital Marketing •
  • Video Productions
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To drive awareness and emotional connection for YSL Beauty and/or Fashion by celebrating individuality, confidence, and bold self-expression — qualities that align deeply with the YSL brand DNA.

challenge

Maintaining Luxury While Pushing Bold Messaging

  • YSL’s identity is rooted in elegance and rebellion — balancing edgy, provocative visuals without compromising luxury aesthetics can be creatively difficult, especially across different markets.

Audience Saturation in Beauty/Fashion

  • The luxury beauty and fashion space is flooded with bold empowerment campaigns. Standing out requires original, high-concept storytelling — otherwise, the message risks blending in with the noise.

Strict Global Brand Guidelines

  • YSL, as a global luxury house, often imposes tight controls on brand visuals, tone, and usage rights. This limits creative freedom, influencer flexibility, and localized adaptations that may resonate more deeply in specific regions.

Content Creation

The article from Beauty Insider Singapore highlights the YSL The Inks Pop-Up event at ION Orchard’s L1 Atrium, running until February 23, 2025. This event showcases YSL Beauty’s latest lip stain collection, “The Inks,” which offers 20 vibrant shades in two distinct finishes:

  • The Inks Blur: Provides a soft-focus, matte-blur effect with nourishing ingredients like ceramides and prickly pear.
  • The Inks Vinyl Cream: Delivers intense pigmentation with a glossy, mirror-like shine.

 

The Beauty Insider Singapore article highlights YSL The Inks as a top luxury lip tint choice in Singapore. Here are the key details:

YSL The Inks – What Makes It Stand Out?
💄 Ultra-Thin Formula: Despite its high-pigment color, it feels weightless on the lips.
💋 Bold, Matte Finish: Designed for intense color payoff with a smooth matte texture.
💧 Long-Lasting Wear: Smudge-proof and transfer-resistant, ensuring all-day perfection.

 

Brand Affinity & Emotional Resonance

The campaign successfully deepened YSL’s emotional connection with its audience by celebrating self-expression and individuality. Consumers resonated with the empowering message, reinforcing YSL’s image as a bold, rebellious, and inclusive luxury brand.

Social Engagement & Shareability

The hero video and influencer-driven content sparked strong engagement on Instagram, TikTok, and YouTube. High-quality user-generated content and duets/recreations reflected strong audience participation, with viral moments around key visuals and sounds.

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