YSL Beauty teases new direction in blackout social media stunt

Luxury beauty brand YSL Beauty is readying itself for a new look and deleted all content on its page in preparation.  After five-days of silence, YSL, in an Instagram Reel, teased fans that it's about to go "over the edge".

It also associated itself with the words such as "sharper", "intense" and "elevated". 

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A day after, it posted a teaser video of a woman putting on a lip product to Dua Lipa's new song, Houdini. Viewers are unable to see the woman's face and can only see a closeup of her lips, and her silhouette.

The caption read, "Who's hiding in these shadows? Catch her or maybe she'll go..." - a play on Lipa's lyrics Houdini. 

Social media users in the comments inferred that the woman in the teaser video was the 29-year-old singer.

Lipa has been a long-time brand ambassador for YSL Beauty. She first became the face of YSL Beauty and its 'Libre' perfume line when the perfume's had its initial launch in 2019. 

According to media reports, YSL Beauty is exploring new ways to drive authority on social media by creating native content and disruptive ways to connect with the young while igniting virality and stunts. 

The company reportedly added that trends, time and social media are changing and that new rules are being set.

It also reportedly said that YSL Beauty wants to be a forerunner in the way it engages with its communities, notably the brand's key touchpoints, including Gen Z. 

YSL Beauty also reportedly claimed that it was one of the first in the luxury beauty world to do a social media blackout - a stunt mostly opted by celebrities. 

In addition, the beauty brand launched a Threads account, where it reportedly plans to promote drops and beauty secrets and turn it into an exclusive spot for die-hard fans of the brand. 

Jordan Radi, global director of consumer engagement for YSL Beauty reportedly said that refreshing social channels not only creates excitement as the brand enters into the modern world of social media, but it is also a whole new level of intimacy and proximity with its audience. 

It is no secret that luxury brands have their eyes set on Gen Z, the new generation of shoppers who are investing in high fashion and luxury goods. 

A 2023 CNBC report on Gen Z shoppers in the luxury sector noted that luxury shoppers are getting wealthier and younger. In fact, purchases by the youngest customers are projected to grow three times faster than that of older generations over the next decade.

According to a study by trend forecasting company WGSN, the five pillars that drive Gen Z behaviours include ‘self-definition’, ‘intentional wellness’, ‘pan-Asian creativity’, ‘Work 3.0’ - where Gen Z are pushing back against typical 9-5s and prioritising themselves and lastly, ‘consumption and money’ – where finances play a crucial role to their overall health and wellness.

Additionally, environmental consciousness is also at the forefront of their purchasing decisions.

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