{"id":1944,"date":"2021-04-27T19:12:14","date_gmt":"2021-04-27T18:12:14","guid":{"rendered":"https:\/\/fannymenceur.com\/?p=1944"},"modified":"2021-05-08T23:16:30","modified_gmt":"2021-05-08T22:16:30","slug":"ysl-beaute-brand-book","status":"publish","type":"post","link":"https:\/\/fannymenceur.com\/en\/ysl-beaute-brand-book\/","title":{"rendered":"YSL BEAUTY \u2022 BRAND BOOK"},"content":{"rendered":"

The history of Yves Saint Laurent and his namesake fashion house and the beauty brand through the lens of the couturier. Black and Colours<\/em>, Paris and Elsewhere<\/em>, Art and the Street<\/em>, Transgression and Elegance<\/em>\u2026 Rather than following a chronological or product-based approach, a radical editorial line is adopted to tell the story of an increasingly avant-garde beauty revealed in paradoxes. This approach brings a new angle to the YSL Beauty: understanding a product\u2019s genesis, the choice of an icon, or the focus of a campaign. It\u2019s also a way of letting people discover Saint Laurent\u2019s history, deeply rooted in that of fashion, \u00a0from the first fragrance in 1964 to the relaunch of Black Opium in 2018.<\/p>\n

Expertises<\/strong> : editorial direction of a 150-page brand book, copywriting.<\/p>\n

Reward<\/strong> : Gold Medal of Grand Prix Strat\u00e9gies du Luxe 2018, edition category, YSL Beaut\u00e9.<\/p>\n

Agency : Omedia 2018<\/p>\n

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EXTRACT OF THE BRAND BOOK<\/strong><\/p>\n

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EXTRACTS OF\u00a0TRANSGRESSION \/ ELEGANCE<\/em> CHAPTER<\/strong><\/p>\n

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EXTRACTS OF\u00a0ART<\/em> CHAPTER<\/strong><\/p>\n

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EXTRACTS OF\u00a0YOUNG, EDGY, LUXURY<\/em> CHAPTER<\/strong><\/p>\n

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The history of Yves Saint Laurent and his namesake fashion house and the beauty brand through the lens of the couturier. Black and Colours, Paris and Elsewhere, Art and the Street, Transgression and Elegance\u2026 Rather than following a chronological or product-based approach, a radical editorial line is adopted to tell the story of an increasingly […]<\/p>\n","protected":false},"author":1,"featured_media":1938,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[17,21],"tags":[],"class_list":["post-1944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-content","category-edition-en"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":6}},"acf":[],"_links":{"self":[{"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/posts\/1944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/comments?post=1944"}],"version-history":[{"count":3,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/posts\/1944\/revisions"}],"predecessor-version":[{"id":2248,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/posts\/1944\/revisions\/2248"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/media\/1938"}],"wp:attachment":[{"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/media?parent=1944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/categories?post=1944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fannymenceur.com\/en\/wp-json\/wp\/v2\/tags?post=1944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}