YSL Beauty
“Yves saind Laurent
gives a face to the woman he dresses.”
HERITAGE The original fashion brand was
founded in 1961 by Yves Mathieu Saint Laurent, followed by the make up brand in
1978 (with the tag line ‘Yves Saint Laurent gives a face to the woman he
dresses’). Lloyd Simmonds is the creative director and Val Garland was
appointed artistic adviser in 2006. YSL make up are now part of L’Oreal Luxe.
PRODUCTS The products are high end luxury and
include make-up, nail varnish, fragrance, skincare and gift sets, all of which
have a wide variety of colours and finishes to appeal to lots of different
requirements etc. Their ‘hero’ product is ‘Touche Eclat’, a light reflecting
highlighter which can be used to refresh the eyes, highlight the face, conceal
signs of fatigue on the face and enhance the lips. The ‘Touche Eclat’ has won
several beauty/make-up awards, claims to be the no.1 luxury beauty product in
the UK and claims 1 is sold every minute. It’s so popular there is a dedicated
page of the website on how to use it etc
http://www.yslbeauty.co.uk/services/how-to-apply-ysl-touche-eclat-now-in-10-shades . They are also known for their
‘Pour Homme’ fragrance (mainly because of the controvertial nudity at launch).
PACKAGING The packaging is just what you would
expect from a high end brand. Their colour scheme is mainly gold, black and
red, their packaging is made from both plastics and some glass. All products
have the renowned YSL logo on them too. They also have a new lipgloss with a
lips shaped wand!
STORES The colours of the stores/beauty
counters are the same as the packaging (black and gold), they look bold,
sophisticated and classic, although all the black is dark the stands are very
brightly lit to show the products off effectively. Apart from in Yves Saint
Laurent shops and their online store) YSL cosmetics are also sold by House of
Fraser, Boots, feelunique.com, John Lewis, Debenhams, Harrods, Sephora and
Selfridges. Their staff are all dressed in black sophisticated outfits and are
made up classically and hair tidy, all representing the sophistication and
luxury of the brand. Products are set out in sections of product type, showing
a very wide range of colours, there is a big focus on the Touche Eclat too.
PROMOTION
YSL don’t
advertise on television they only advertise in magazines and on the internet.
This is probably because their audience are the ones reading the fashion
magazines with their adverts in and people who buy their clothes too. Their
current advertising campaigns feature Cara Delevingne and Jourdan Dunn for
cosmetics and Emily Blunt for fragrance.
PRICES
This is a luxury brand so
prices are high, they range from £19 to £61. They can have such high prices
because the market who buy their clothing and accessories pay very high prices
for it so are used to paying for the brand name and have a disposable income.
MARKET
Their market is predominantly women, of all ages from about 20 onwards, with disposable income (or people that are loyal to a certain product and make an exception to pay for it). They cater for lots of different skin tones and have different coverage’s to suit different skin types too. They have a similar market, prices and style as Dior, Tom Ford and Chanel, all of whom started off as clothing/fashion brands and branched to cosmetics and fragrance after that too.
Their market is predominantly women, of all ages from about 20 onwards, with disposable income (or people that are loyal to a certain product and make an exception to pay for it). They cater for lots of different skin tones and have different coverage’s to suit different skin types too. They have a similar market, prices and style as Dior, Tom Ford and Chanel, all of whom started off as clothing/fashion brands and branched to cosmetics and fragrance after that too.
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