YSL BEAUTY | NU LAUNCH
GEN-Z PRODUCT LAUNCH
Everybody has a story.A signature that is uniquely theirs. Atribe they belong to.
Client
Yves Saint-Laurent
Markets
New York, Los Angeles, Palm Springs
Line Of Business
Nu
Snapshot
Mobile Tour, Influencer Trip, Broadcast Production
YSL Beauty approached Industria Creative with this ethos and asked us to deliver it to the world in launching YSL NU, a beauty/skincare hybrid.
As the voice of our campaign was the YSL NU Collective: a group of activists, dancers, musicians, actors, photographers, models and choreographers who embodied the spirit of the “My Skin. My Signature.” tagline.
Launched during NYFW, we developed a custom pop-up public activation in NYC and then traveled it to Los Angeles and Palm Springs.
Consumers received a consultation and then were photographed by a pro photographer. In addition to social sharing, the photographs were entry to be featured in the brand’s wild postings campaign. The activation had a reach of over 165 million impressions from the social posts alone.
We also designed a three-day excursion for the NU Collective at The Parker Palm Springs with community and content creation at its core.
NEW YORK
LOS ANGELES
PALM SPRINGS
In addition to a masterclass and social gatherings, guests were welcomed to an incredible evening event in the desert consisting of cocktails and an exquisite sit-down dinner. The event had immense results: a total reach of 303 million impressions, the highest organic event reach in brand history.
Finally, we brought content creation to another level by installing a full production studio on-site at the hotel along with crew, and shooting bespoke content for NU Collective members. Each piece was unique to a members’ style and medium and further advanced the ethos of YSL NU. We handled everything from storyboarding to scripting to shooting, directing and post production.
In this video you’ll see NU Collective member, Chella Man, known for sharing his experiences as a transgender, deaf, genderqueer, Asian, and Jewish person of color.