Stephan Bezy of YSL Beauty says Dua Lipa embodies “resolutely contemporary femininity”

British pop star Dua Lipa, set to release her third album this year, and since 2019 the global brand ambassador of the Libre perfume by Yves Saint Laurent Beauty (YSL Beauty), has now become also the luxury label’s global ambassador for make-up products. The new, augmented chapter in the alliance between world-renowned Lipa, 28, and YSL Beauty, whose cosmetics licence is operated by the L’Oréal group, is beginning this week with the release of an advertising campaign focused on the new YSL Loveshine lipstick collection, and on the Candy Glaze lip gloss stick. For the campaign’s release, YSL Beauty has reset its Instagram account, which has over 11 million followers worldwide, and is starting to post again today. YSL Beauty is one of the leading brand’s of L’Oréal’s luxury division, which is present in 60 countries and its international general manager Stephan Bezy has spoken to FashionNetwork.com on the launch of the campaign. 

FashionNetwork.com: Since 2019, Dua Lipa has been the face of Yves Saint Laurent Beauty’s Libre perfume. Why did you choose her to also front the brand’s make-up line?
 
Stephan Bezy: YSL Beauty has always partnered with brand ambassadors who truly represent and embody its DNA and values: boldness, freedom, and self-expression. In addition, the brand has always had strong ties with the musical and artistic world, and continues to do so, associating with cultural icons such as Lenny Kravitz, Zoe Kravitz, Austin Butler and Dua Lipa. This is the natural evolution of the partnership between YSL Beauty and Dua Lipa, which has been so successful since 2019, [with Lipa] first as the face of the Libre fragrance range, and now as global brand ambassador of YSL Beauty’s make-up. Dua Lipa is a cultural figure and an icon of her generation, and embodies a resolutely contemporary femininity.

FNW: Is this also a way for the brand to attract the much-coveted Generation Z?
 
SB: As Yves Saint Laurent himself put it so well: ‘I participated in the transformation of my era.’ Consistent with its heritage, YSL Beauty is constantly pushing the boundaries of beauty, innovation and self-expression. YSL Beauty embraces values that resonate across all generations, especially within Generation Z, because we are constantly challenging the status quo, redefining new expressions of beauty for today and tomorrow. YSL Beauty wants to represent both the young generations and the eternally young. We do not fear change, challenge and innovation, they are our drivers.

FNW: How will this new campaign be structured?
 
SB: YSL Loveshine is one of our biggest launches of 2024, and we’re planning a strong awareness campaign via outdoor media, television, social media and digital content, to ensure year-round coverage. We’ve also temporarily removed our social media content, making this launch a time of reinvention and boldness.
 
FNW: Which are Yves Saint Laurent Beauty’s strongest markets, and its best-performing categories?
 
SB: YSL Beauty has a rich, complete and popular portfolio in each of the three product categories in which the brand is present, fragrances, make-up and skincare. For example, we rank third in the international fragrance category, fifth in make-up, and seventh overall worldwide. The brand has iconic products in all categories, like Libre, Y, Black Opium and Myslf in fragrances; the Rouge Pur Couture The Bold lipstick and the Cushion Encre de Peau foundation in make-up; and the Pure Shots Night Reboot serum and Or Rouge Essential Cream in skincare.