Luxury beauty brand YSL Beauty is gearing up for a new look and has removed all content on its pages in preparation. After five days of silence, YSL took to Instagram Reels to tease fans that they were “about to push the envelope.”
It is also associated with words such as “sharper,” “intense,” and “higher.”
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The next day, she posted a teaser video of a woman applying lip product to Dua Lipa's new song. Houdini. The viewer cannot see the woman's face, only a close-up and silhouette of her lips.
The caption reads, “Who's hiding in the shadows? Get her or she's gone…”, a play on Lipa's lyrics. Houdini.
Social media users in the comments speculated that the woman in the teaser video was the 29-year-old singer.
Lipa has been a brand ambassador for YSL Beauty for many years. She first became the face of YSL Beauty and its “Libre” perfume line when the perfume was first launched in 2019.
According to media reports, YSL Beauty is exploring new ways to increase its authority on social media by creating native content and disruptive ways to connect with young people, while causing virality and stunts.
The company added that trends, times and social media are changing and new rules are being set.
She also reportedly said that YSL Beauty wants to be a pioneer in how it engages with the community, especially the brand's key touchpoints, including Gen Z.
YSL Beauty also reportedly claimed to be one of the first companies in the luxury beauty industry to undergo a social media blackout. This is primarily a stunt chosen by celebrities.
Additionally, the beauty brand is reportedly planning to launch a Threads account where it will promote its drops and beauty secrets, turning it into an exclusive spot for the brand's most loyal fans.
Jordan Ruddy, Global Director of Consumer Engagement at YSL Beauty, says that as brands enter the modern world of social media, refreshing their social channels not only creates excitement, but also builds intimacy with their audience. It also takes intimacy to a whole new level, he reportedly said.
It's no secret that luxury brands are turning to Gen Z, a new generation of shoppers who are investing in high fashion and luxury goods.
A 2023 CNBC report on Gen Z shoppers in the luxury sector noted that luxury shoppers are becoming wealthier and younger. In fact, purchases by the youngest customers are predicted to grow three times faster than purchases by older generations over the next decade.
According to a study by trend forecasting firm WGSN, the five pillars driving Gen Z's behavior include “Self-Definition,” “Intentional Health,” “Pan-Asian Creativity,” and “Work 3.0.” , Gen Z is rebelling against typical behavior. Prioritize 9 to 5, prioritize yourself, and finally prioritize “spending and money.” There, finances play an important role in overall health and wellness.
Furthermore, environmental awareness is also a top priority in purchasing decisions.
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