YSL– “DARING BEAUTY – DARING CHANGE” SOCIAL CAMPAIGN 2021

Inspire & captivate beauty addicts with YSL’s signature “daring” spirit.

YSL Beauté is well-loved by Vietnamese beauty addicts and has a cult following. However, in the highly competitive skincare realm, YSL is yet to make a name for itself as a luxury choice. The Loreal-owned brand aimed to use social media to popularize its skincare portfolio and expand its consumer base with a distinctive and inspiring DNA.

Based on insights about the target audience and the beauty sector, we proposed a comprehensive social media plan for 2021 that included an umbrella creative theme “Daring Beauty – Daring Change”, a strategic approach for influencer engagement with an optimized mix of middle, micro and nano influencers and creative content angles and formats to deliver a symbolic brand that stands for youth, edginess and luxury.