YSL Beauty has made waves in the digital sphere with its decision to reset its social media in a rebranding effort aimed tor esonate more with youner generations.
In a bold move, the global luxury brand removed all existing Instagram content on February 19, signaling a significant shift in its digital strategy.
The brand's Instagram account, boasting 11.3 million followers, stood empty for nearly a week, generating anticipation among its loyal fanbase.
YSL Unveils New Look With IG Video
After a five-day blackout on Instagram, the global brand finally unveiled a fresh look thrrough new content posted on February 24.
YSL Beauty shared a dynamic video with its followers, teasing the imminent changes to engage younger audiences and create buzz around its upcoming content.
"This move signals YSL Beauty entering a new chapter," Jordan Radi, global director of consumer engagement for YSL Beauty, shared.
"By refreshing social channels, we not only create excitement, but we enter into the modern world of social media by speaking to younger audiences in a captivating way."
Is Dua Lipa the New Face of YSL Beauty?
More recently, the beauty giant posted a short teaser revealing an upcoming collaboration with Albanian singer and artist Dua Lipa.
The video shows fast clips of the pop sensation's silhouette, as she is seen glammed up in YSL Beauty's products.
Set to the sound of her track "Houdini," the post captioned: "Who’s hiding in these shadows? Catch her or maybe she’ll go…"
In addition to the big reveal, YSL Beauty's rebranding includes the launch of a Threads account, offering fans exclusive access to drops and beauty secrets.
Within just 24 hours, the new account has already garnered an impressive following of over 545,000 users.
"It’s a whole new level of intimacy and proximity with our audience and it’s a promise we intend to keep," Rami said.
Editing by Katherine 'Makkie' Maclang
