YSL BEAUTY • BRAND BOOK

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… 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’s genesis, the choice of an icon, or the focus of a campaign. It’s also a way of letting people discover Saint Laurent’s history, deeply rooted in that of fashion, from the first fragrance in 1964 to the relaunch of Black Opium in 2018.

Expertises : editorial direction of a 150-page brand book, copywriting.

Reward : Gold Medal of Grand Prix Stratégies du Luxe 2018, edition category, YSL Beauté.

Agency : Omedia 2018

EXTRACT OF THE BRAND BOOK