YSL Beauty has unveiled its refreshed Instagram page after a five-day blackout and has named Dua Lipa as its make up ambassador in a bid to attract a younger generation of consumers.
The brand removed all of its content on the 19 February, but has since shared two new posts including a video which said “Ready or not. Sharper. Intense. Elevated. YSL is about to go over the edge”.
Since the relaunch on 24 February, the new account has already amassed 11.3m followers.
Dua Lipa fronted the brand’s Libre franchise back in 2019 and will star in its upcoming Loveshine campaign, which will roll out across OOH, connected TV, social and digital.
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YSL Beauty international general manager Stephan Bezy said: “Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear make-up, 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.”
Dua Lipa added: “For me, fragrances and makeup are another form of self- expression, a playfulness, my creativity and my individuality. I am thrilled to be on this journey as part of the YSL Beauty family”.
The move comes as the brand says it wants to reach “a new generation of makeup consumers”.
