THE WHAT? YSL Beauty has named Dua Lipa as the global face of its new cosmetics campaign. The singer has fronted the L’Oreal-owned brand’s Libre fragrance campaign for the past five years.
THE DETAILS According to a report published by the Business of Fashion, the French fashion label has deleted all its posts on social media as part of a ‘social media reset’. Lipa will appear in publicity for the brand’s latest hero franchise, LoveShine.
THE WHY? Business of Fashion notes that Lipa’s appeal among younger consumers is key to her pull for the brand – combined with its social media stunt, the brand is ‘entering a new chapter’, the publication explained, quoting Jordan Radi, Global Director of Consumer Engagement.
Stephan Bezy, International General Manager, YSL Beauty, reveals, “Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear makeup, but to make a statement about who they are and what they stand for. Her influence is a celebration of individuality, a statement of empowerment, encouraging everyone to embrace their unique beauty with confidence.”
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