Dua Lipa is the newly-appointed Global Makeup Ambassador for YSL Beauty it has been announced.
Since 2019 Dua has ronted the Libre franchise as a YSL Beauty Global Brand Ambassador. She will now be working with YSL Beauty to break the boundaries of beauty in the name of bold self-expression and fierce freedom.
“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,” says Dua Lipa.
Dua Lipa appears in a YSL Beauty makeup campaign for the first time for the launch of the brand new Lips Collection: YSL LOVESHINE.
“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,” says Stephan Bezy, International General Manager YSL Beauty
Throughout its history, YSL has forever championed shine. Shine is an irresistible accent of light reflection, individuality, and empowerment. As M. Saint Laurent believed, shine accompanies gestures, magnifying our luminosity to bring us out of the shadows. Elevated, elegant, a symbol of everlasting brilliance: YSL stands for shine.
Today, ethereal shine prevails on red carpets and on our feeds. With YSL LOVESHINE, cult-favorite products are reinvented, and new staple formulas are introduced with more caring benefits, trending colors, and luxurious packaging. YSL LOVESHINE, coupled with luminous natural skin, creates the look we all know and love, but with the signature YSL couture twist.
Debuting in three waves, Dua Lipa’s first makeup campaign for YSL Beauty conveys the brand’s shiny couture statement, shot by director Nathalie Canguilhem in Morocco, where M. Saint Laurent first discovered the beauty in color, and the power of light. That very same light shines over palm tree lined pools with chromatic reflections, and fearless attitude prevail on juicy splashy lips, just miles from the YSL Beauty Ourika Community Gardens, where ingredients are ethically harvested for the YSL LOVESHINE franchise. Accompanied by a life-size mirrored Cassandre, Dua Lipa shows a new facet of femininity – one as sensual and sophisticated, with a confidence edge.
Tom Pecheux, YSL Global Beauty Director created the Makeup looks of the campaign: “YSL LOVESHINE is for anyone who wants their lips to feel soft, hydrated, plump and juicy. This Collection allows to create fresh and shiny looks with a playful twist on sophistication.”
The first wave of the YSL LOVESHINE media campaign staring Candy Glaze, will begin this week following Dua’s announcement in a strong awareness blast including OOH, connected TV, paid social & digital. The YSL LOVESHINE franchise will roll out with the debut of the new YSL Loveshine Wet Shine Lipstick online March 15th and in-store end of March, with a national rollout in April debuting a multitude of stunning nude shades for undeniable creamy shine. Continuing the momentum, the third innovative and caring product from YSL LOVESHINE will follow later this year in the final third wave.
