YSL BEAUTY SOCIAL MEDIA OVER THE YEARS
From 2016 until 2024, defining and unrolling the creative strategy and editorial lines for the social media platforms of YSL Beauty.
OVER THE EDGE. INTENSIFY TIKTOK AND INSTAGRAM EXPERIENCES
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OVER THE EDGE. INTENSIFY TIKTOK AND INSTAGRAM EXPERIENCES *
What to do when your brand is already the boldest, the wildest, the most fluid, the most empowering? You need to go ‘OVER THE EDGE’. The new editorial experience designed to break out and break through. The cameras never stop rolling, the microphone is always hot, the frames get wider to disclose what was kept hidden. The boundaries between you and your ambassadors cease to exist. Where beauty products get used over and over for hyper-intensification. High on sensations, light on production.
PHOTOGRAPHER : CARLA COSTE / AGENCY : MAISON BETC / CREATIVE DIRECTOR : MARIE ROQUELAURE / ASSOCIATE CREATIVE DIRECTOR : SYMONNE TORPY / SOCIAL MEDIA CREATIVE : SHANICE CLARKE/ ART DIRECTOR : JULIETTE CHATAL
THE BEAUTY STATION. THE INSTAGRAM CONCEPT STORE
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THE BEAUTY STATION. THE INSTAGRAM CONCEPT STORE *
Instagram had become a new kind of retail concept. When at the same time, brick & mortar shops have morphed into “experience”. Welcome to YSL BEAUTY STATION where both worlds meet: retail inspired-experiences, user-centric conversation & entertainment. We defined the concept, the thematic spaces, shopfront animations and entertaining experiences to keep visitors coming in. With keeping in mind: how to produce them & increase the engagement.
AGENCY : PUBLICIS LUXE / CREATIVE DIRECTOR : MARIE ROQUELAURE / SOCIAL MEDIA MANAGER AND EDITORIAL LEAD : LAUREEN PARSLOW/ ART DIRECTORS : ALICE KERIOU, SOPHIE LECUYER, CARLA COSTE
DARE & STAGE. THE FIRST INSTAGRAM MAGAZINE
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DARE & STAGE. THE FIRST INSTAGRAM MAGAZINE *
What was Instagram back in 2016? People thrived at posting pictures. We decided to update the ambition: to showcase a point of view, be educational & inspiring with superior execution and collaborations with rising talents. YSL Beauty DARE & STAGE Magazine was born. I defined the topics, angles, sections and the tone of voice to launch the magazine and keep it running all year long.
