YSL Beauty’s big play to dominate luxury make-up

YSL Beauty has ambitious plans to become the number three luxury make-up brand in the prestige beauty market.

The L'Oréal-licensed company said it will expand by increasing brand awareness in key markets and pushing forward with trend and innovation-led product development.

Collaborations with the "right spokespeople" to increase its reach with both new and existing consumers across all demographics will also be a strategy.

YSL Beauty recently expanded its partnership with Grammy Award-winning singer Dua Lipa (pictured above) from the face of Libre Le Parfum to Global Make-up Ambassador.

Lipa fronted its new shine-focused YSL LoveShine lipstick collection to boost awareness among younger audiences.

The brand marked the partnership with a pop-up called the YSL LoveShine Factory in Paris last month to showcase the new lip products via immersive experiences and masterclasses.

Lipa attended the activation and appeared at the ‘YSL Beauty x Dua Lipa LoveShine party' for press, influencers and celebrities, held at French nightclub Silencio.

We definitely want to be number three in make-up in the global selective beauty market, that is the ambition, but it takes time

The move was part of the brand’s new plan to meet make-up customers in new and exciting ways.

“[This strategy] is an acceleration of our current success, investing in new eras like shine-focused make-up where we know there is strong potential for growth,” Stephan Bezy, International GM of YSL Beauty, told Cosmetics Business.

“Because in [luxury] make-up we are number six worldwide, so it is not like we have come from nowhere.

“We already have a strong [market] position and some iconic products – Lash Clash Mascara is number one in Europe, while our Candy Glaze lipstick collection is booming in the US.

“We definitely want to be number three in make-up in the global selective beauty market, that is the ambition, but it takes time.”