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Key Takeaways:
- YSL Beauty introduces "LOVESHINE," a plumping lip oil gloss that promotes self-expression and celebrates bold femininity.
- Pop star Dua Lipa leads the campaign with a confident, playful presence in visuals directed by Damien Krisl and shot by Pierre-Ange Carlotti.
- Created by Publicis Luxe, the 360° global campaign spans digital, print, social media, and retail.
YSL Beauty is turning up the glam with Dua Lipa in its boldest lip campaign yet.
The brand has enlisted the pop star to front the launch of "LOVESHINE," its newest plumping lip oil gloss.
The campaign celebrates confidence, radiance, and self-expression embodied by the "Don't Start Now" singer.
Produced by Publicis Luxe, the campaign is marked by vibrant visuals that are full of motion, matching the product’s message of unapologetic glow.
“Lipstick is my go-to beauty product, so having this first campaign be for YSL Loveshine is a natural progression of both our relationship and my love of lip color," Dua Lipa said in a statement.
The artist appears in the campaign as more than just the face of the product.
As a beauty ambassador for the brand, she's no stranger to high-impact brand visuals.
Lipa becomes the perfect woman to represent the energy YSL wants consumers to connect with: glossy, joyful, and full of personality.
Shine from Every Angle
Directed by Damien Krisl, the film takes viewers into a world pulsing with bounce and color, while Pierre-Ange Carlotti’s print visuals offer an intimate, stylized view of the same universe.
The two creative leads worked closely to shape what YSL Beauty calls a "playful world."
It's a mix of attitude and emotion that speaks to a new generation of beauty consumers.
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The campaign doesn’t stop at traditional media.
YSL Beauty’s LOVESHINE is being introduced globally through a 360° rollout that spans digital platforms, retail experiences, and social content.
The launch is designed to create what the brand calls a narrative that’s "emotionally magnetic.”
Our Take: Beauty Is A Bold Statement
Across these touchpoints, the gloss isn’t just sold, but positioned as a symbol of joy and empowered allure.
To me, the product marketing was carefully and creatively built around a lifestyle and a feeling.
Whether in the scroll of an Instagram feed or a retail display, the visuals maintain their glowing identity.
Of course, this is rooted in Dua Lipa’s appeal and the creative vision of Publicis Luxe.
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The result is a campaign that feels as much like a music video as a product launch, appealing to younger consumers who see beauty not as routine but as ritual, expression, and attitude.
As a marketer, I find this kind of campaign interesting for how it was able to portray so much personality in a single launch.
It’s a smart move in beauty marketing, where brand awareness increasingly depends on emotional engagement and visual storytelling that lives beyond the product page.
Similarly, Louis Vuitton teamed up with actress Zendaya for the third and final installment of its Murakami collection.
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