YSL Beauty names Dua Lipa as Global Makeup Ambassador
Following a social media reset last week, YSL Beauty has announced Dua Lipa as its new Global Makeup Ambassador.
The appointment strengthens the singer-songwriter's involvement with YSL Beauty, having fronted its Libre fragrance franchise since 2019.
"For me, fragrances and makeup are another form of self-expression, a way to explore my playfulness, my creativity, and my individuality. I am thrilled to be on this journey as part of the YSL Beauty family," said Lipa.
As Global Makeup Ambassador, Lipa will first appear in a campaign for YSL Beauty's new lip collection, called YSL Loveshine.
"She’s the perfect woman to lead the new generation of makeup consumers in 2024, beginning with a campaign featuring the ground-breaking Candy Glaze," reads a statement from YSL Beauty.
"The launch of YSL Loveshine will help drive lip lust all year long in three formulas, including Candy Glaze, but also the highly anticipated new Wet Shine Lipstick and even more new ways to shine later this year."
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The first wave of the collection's new media campaign will begin this week following Lipa's announcement in an "awareness blast" including OOH, connected TV, paid social and digital.
It comes amid YSL Beauty's social media reset. Entering a new era, the luxury brand's ambition is to become a forerunner in the way it engages with its communities, especially Gen Z.
Yesterday, it teased Lipa as its new makeup ambassador through a video on Instagram also showcasing the brand's new look.
"Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear makeup, but to make a statement about who they are and what they stand for. Her influence is a celebration of individuality, a statement of empowerment, encouraging everyone to embrace their unique beauty with confidence," said Stephan Bezy, International General Manager at YSL Beauty.
