”It’s the difference that makes us special. If we can own our difference we can become our true look.”
YSL Beauty is the makeup, fragrance and skincare signature of the most subversive Parisian couture brand.
The idea of The Look is to show the YSL beauty’s products are for everyone, no matter color, religion, gender. At first glance The Look talks about appearance. But The Look is just a look. It brings everyone together and creates an arena for talent and KOL-people to interact.
FWB was the creative partner along the way of creating the concept and managing the production. The goal of The Look was to create a statement of YSL Beauty. We worked with the most common and generic words in beauty and charged it with depth. We encouraged people to start becoming a look, rather than to be defined by one. We promoted that all is equal, but all is different. It’s the difference that makes us special. If we can own our difference we can become our true look.