YSL Beauty introduces first MY ambassador Meerqueen

Yves Saint Laurent’s Beauty has appointed Malaysian actor and model, Meerqeen, as its newest brand ambassador. This makes him the first Malaysian ambassador the brand has engaged with.

The actor teased his appointment on his Instagram, with a short snippet. He boasts a following of 1.4 million on the social media platform.

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Meerqeen told media that he has always admired YSL’s commitment to creativity, self-expression and pushing boundaries. He went on to add that the brand’s core values are in line with his which makes his involvement with the beauty brand an exciting one.

Meerqeen’s rise to fame came after his leading role in Malaysian TV show, ‘Melur Untuk Firdaus’. Other Asian ambassadors of the luxury brand include Chinese singer, Li Yuchun who goes by her stage name Chris Lee, as well as South Korean pop group NewJeans’ Danielle and Exo's Kai. They are in the company of global ambassadors such as Lenny Kravitz and Dua Lipa.

With one of the official campaign images being Meerqeen holding a bottle of foundation, YSL Beauty seems to be receptive to male representation in the beauty industry, especially since the traditional advertisement for makeup would exclusively feature women.

Moreover, in a relatively conservative society such as Malaysia, having a Meerqeen be the face of a beauty brand bends stereotypes and poses as a bold move on the brand's part. This is not the first time that YSL Beauty has taken strategic steps to grow its influence in the Malaysian market.

YSL Beauty Malaysia's 2022 campaign "YSL Beauty Raya" has highlighted its personalised shopping experience was a hit among consumers, resulting in 5.8 million views on social media, most of them coming from TikTok. This was nearly four times the expected results. Done together with Southeast Asian influencer management platform SushiVid, the campaign showcased three aspects of the personalised service: lipstick engraving, fragrance engraving, and makeup service. One of the reasons for the campaign's success was the use of non-beauty influencers. According to SushiVid, one of the influencers involved was male and a non-makeup enthusiast who purchased a YSL Beauty gift for his wife because she was unwell. This resulted in the content being heartfelt and genuine.

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