2017 marked a significant year for Yves Saint Laurent Beauté, characterized by a dynamic shift in its campaign strategy. Moving away from solely established names, the brand strategically incorporated emerging talent alongside established stars, reflecting a broader shift in the beauty industry towards inclusivity and representation of diverse aesthetics. This multifaceted approach resulted in several memorable campaigns, each contributing to YSL's continued success and brand evolution. This article will delve into the key campaigns of 2017, analyzing their impact and highlighting the strategic choices that defined the year for YSL Beauty.
Yves Saint Laurent Beauty Campaign w/ Staz Lindes: One of the most prominent features of the YSL Beauty campaign in 2017 was the collaboration with model and musician Staz Lindes. Lindes, known for her effortlessly cool and edgy style, perfectly embodied the brand's evolving aesthetic. Her campaigns focused on key products: Vernis à Lèvres (nail polish), Touche Éclat (the iconic highlighting pen), and Tint in Balm (a lip product). The imagery associated with these campaigns was distinctly modern and rebellious, showcasing Lindes' unique personality against striking backdrops. The choice to feature Lindes wasn't accidental; she represented a younger generation of consumers, aligning YSL with a fresh, contemporary image. The campaigns were strategically placed across various platforms, maximizing reach and impact. The visual style leaned towards bold colors, close-ups emphasizing product texture, and a general sense of effortless chic, perfectly mirroring Lindes' own style and attracting a wider audience. The campaign's success can be attributed to the authentic representation of the product benefits and the effective portrayal of Lindes as a relatable yet aspirational figure.
This campaign falls under the broader umbrella of Celebrity Beauty Campaigns 2017, a year that saw several high-profile collaborations across the beauty industry. While YSL's choice of Staz Lindes might have seemed unconventional compared to some of the established supermodels used by competitors, it proved to be a strategic masterstroke, injecting a much-needed dose of fresh energy into the brand's image. The campaign successfully transcended the typical "celebrity endorsement" model, focusing instead on a genuine partnership that resonated with a younger, more diverse consumer base.
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