YSL Beauty has appointed Dua Lipa Global Make-up Ambassador in a bid to ramp up its make-up reach.
The Grammy Award-winning singer will front a campaign for the luxury French cosmetics brand’s new light-focused lip collection, YSL Loveshine.
Shot by director Nathalie Canguilhem in Morocco, the campaign sees Lipa wearing the franchise’s new nude Loveshine Wet Shine Lipstick.
Dua was chosen because she “is the perfect woman to lead the new generation of make-up consumers”, read a statement from the L’Oréal-owned brand.
The hope is she will bring an “electrifying energy,” to the brand’s make-up offering, said Stephan Bezy, International General Manager at YSL Beauty.
“Inspiring women to not just wear make-up, but to make a statement about who they are and what they stand for.
“Her influence is a celebration of individuality, a statement of empowerment, encouraging everyone to embrace their unique beauty with confidence.”
YSL Beauty had a temporary blackout on Instagram last week in anticipation of the announcement, with all previous posts removed before today's teaser.
YSL's new Loveshine Wet Shine Lipstick
Lipa is “thrilled” to be expanding her role at YSL Beauty, having worked as an ambassador for the brand’s Libre fragrance franchise since 2019.
“For me, fragrances and make-up are another form of self-expression,” commented Lipa.
“A way to explore my playfulness, my creativity and my individuality.”
The campaign debuts this week via out-of-house (OOH), connected TV, paid social and digital advertising.
Loveshine Wet Shine Lipstick launches online on 15 March and in-store at the end of the month.
A wider range of nude shades in the collection will be unveiled in April.
“With YSL Loveshine, cult-favourite products are reinvented,” read a statement from YSL Beauty.
“And new staple formulas are introduced with more caring benefits, trending colours and luxurious packaging,”
YSL Beauty has been expanding its ambassador programme lately to expand its reach.
Elvis actor Austin Butler has been tapped for a fragrance campaign, while Brazilian actress and model Bruna Marquezine starred in YSL’s recent Sweet Like Candy campaign.
Read more:
- L’Oréal’s plans to deliver a ‘new era’ in luxury fragrance
- Lancôme signs actress Virginie Efira as first France ambassador
- How YSL Beauty is using social media to save lives
- Bella Hadid teases launch of new beauty brand Orebella
