YSL arrived in the beauty universe for the first time in 1964 with a fragrance, Y, a powdery perfume for women. The early beauty history of YSL can be traced through its most famous perfumes. After Y, arrives in 1971** Saint Laurent Left Bank,** in 1977 the most recognizable and iconic, Opium. The fashion brand, however, dates back to 1961, and is one of the most recent brands on the scene, founded by Yves Saint-Laurent together with Pierre Berge. Today the fashion house is known as Saint Laurent, while the beauty products still retain the brand YSL. Yves Saint Laurent's aesthetic is known for having successfully applied traditionally masculine style codes to the feminine universe. The Tuxedos from 1966 is among the most iconic pieces of the brand and at the time proposed a change of direction in the fashion industry, consolidating YSL's position as a designer with fresh and innovative ideas. An imprinting that continued to define the identity of the beauty products that bore his name.
It was 1978, however, that marked the actual birth of YSL Beauty, an extension introduced to complete the fashion aesthetic designed for an assertive and empowered woman. Saint-Laurent of her beauty brand once said: «I wanted a face for the woman I dress», and this is still the essence and mission of the beauty brand today.
The first lipsticks, created as necessary accessories for the YSL woman, were initially bold reds and fuchsias, true to the bold nature of Saint-Laurent's fashion style. Rouge Pur Lipstick No. 19 it is still the company's best-selling lipstick, in a captivating and contemporary shade of fuchsia with blue tones, while the novelty on everyone's lips Dua LipaGlobal Makeup Ambassador, is YSL Loveshine shade 44, shade 201.
It is a lipstick that follows the trend of glossy lips while guaranteeing hydration for 24 hours. It has a beautiful wet and luminous effect thanks to its innovative texture, with fig pulp from the Ourika Community Gardens and with six nourishing oils, which transforms into a soft lip oil. Available in shades from nude to more intense pinks and burgundies.
To trace the path of this brand, which was a guest of Rinascente Milano with an Innovation Lab, and thus consolidated its role as a source of inspiration for entire generations of women and men, we spoke to the General Manager YSL Beauty Italia, Marianna Mariani, to trace the fundamental characteristics of its evolution.
From the past to today, what are the elements that distinguish the YSL beauty aesthetic?
“It has always been chic & elevated: chic because at YSL Beauty we don't just sell products but an attitude French way; elevated because we elevate the power of being yourself to both masculine and feminine. We are also characterized by various distinctive elements ranging from luxury to elegance and modernity. These include the use of intense and vibrant colors, the sophisticated and minimalist design of the packaging, the attention to detail and the search for perfection.”
How is the future of YSL beauty defined and differentiated from that of other brands?
«Through a constant commitment to the avant-garde, audacity and personal expression. YSL beauty differentiates itself from other brands by its ability to combine tradition and modernity, creating high-quality products that embrace the latest trends and technologies, without ever losing sight of its heritage young, edgy and luxury”.
If we had to choose a beauty product that represents the YSL beauty soul, what would it be?
«It's YSL Loveshineour latest big news, of which he is the face Dua Liparecently appointed Global Makeup Ambassador for YSL Beauty. With YSL Loveshine we are no longer just talking about make-up but also about actual treatment, thanks to a high-quality, hydrating formula with a shiny, wet-look finish. It is enriched with fig pulp from YSL's Ourika Community Gardens and 6 exclusive oils.”
Which woman or man chooses YSL Beauty?
«YSL Beauty is chosen by women and men who appreciate luxury, refinement but at the same time high quality products that allow them to express their personality. When purchasing YSL Beauty make-up and fragrances, people are often looking for a unique sensorial experience and products that offer exceptional results, while providing a touch of elegance to their beauty routine.”
What are the words that represent the keywords of YSL beauty, i.e. the dictionary that defines its narrative?
«They are definitely elegance, represented by the luxury and refinement of the brand. Audacity: the courage and creativity to break conventions and experiment by revealing oneself. Innovation, with a constant commitment to creating cutting-edge, high-quality products.”
What does YSL beauty perfume evoke in a woman or a man?
«The YSL Beauty perfume for a woman or a man evokes a feeling of seduction, charm and mystery. Each YSL Beauty fragrance has a unique personality, which can be sensual, vibrant, or sophisticated, but they all share the goal of arousing emotions and being a distinctive essence for self-affirmation.”
Source: Vanity Fair
I’m Susan Karen, a professional writer and editor at World Stock Market. I specialize in Entertainment news, writing stories that keep readers informed on all the latest developments in the industry. With over five years of experience in creating engaging content and copywriting for various media outlets, I have grown to become an invaluable asset to any team.
