In an exclusive interview with Cosmetics Business, Stephan Bezy, the International GM of YSL Beauty, unveiled the brand's ambitious strategy to conquer the luxury makeup market. With a bold vision to ascend to the ranks of the top three luxury makeup brands globally, YSL Beauty is gearing up for an exhilarating journey filled with innovation, collaboration, and immersive experiences.
Expanding Brand Awareness and Product Development
At the core of YSL Beauty's strategy lies an unwavering commitment to expanding brand awareness in key markets and driving forward trend and innovation-led product development. With a keen focus on staying ahead of the curve, the brand aims to captivate consumers with cutting-edge formulations and revolutionary concepts that push the boundaries of traditional makeup.
In a strategic move to amplify its reach, YSL Beauty has embarked on collaborations with "the right spokespeople" to connect with both new and existing consumers across all demographics. One such collaboration is with Grammy Award-winning singer Dua Lipa, who has been appointed as the Global Make-up Ambassador. Lipa's partnership extends beyond being the face of Libre Le Parfum to fronting the brand's new YSL LoveShine lipstick collection, designed to resonate with younger audiences seeking luminous, radiant looks.
YSL Beauty is not just selling makeup; it's creating unforgettable experiences. The brand recently unveiled the YSL LoveShine Factory, a pop-up extravaganza in Paris where visitors were immersed in the world of YSL Beauty through interactive experiences and masterclasses. To commemorate the launch, Dua Lipa graced the 'YSL Beauty x Dua Lipa LoveShine party,' attended by press, influencers, and celebrities, signaling the brand's commitment to engaging with customers in innovative and exciting ways.
Accelerating Success in the Luxury Makeup Arena
Stephan Bezy emphasizes that YSL Beauty's strategy represents an acceleration of its current success. By investing in new eras like shine-focused makeup, the brand aims to capitalize on untapped potential for growth while leveraging its existing market position and iconic products. With Lash Clash Mascara reigning supreme in Europe and the Candy Glaze lipstick collection gaining traction in the US, YSL Beauty is poised to solidify its status as a dominant force in the global selective beauty market.
While the aspiration to claim the number three spot in the luxury makeup hierarchy is bold, Stephan Bezy acknowledges that it will take time to realize this vision fully. Nevertheless, fueled by a passion for excellence and a drive to innovate, YSL Beauty is committed to forging ahead on its journey to greatness, one lipstick, one mascara, and one unforgettable experience at a time.
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