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Dua Lipa—who has fronted YSL’s top-selling Libre fragrance since 2019—has been appointed global makeup ambassador for YSL Beauty, which is part of L’Oréal’s Luxe unit.

YSL Beauty called Dua Lipa “the perfect woman” to lead the new generation of makeup consumers in 2024. The luxury beauty brand says she will bring her edgy influence at scale to YSL Beauty, working with the brand to break the boundaries of beauty in the name of bold self-expression and fierce freedom.

“Dua Lipa brings an electrifying energy to our brand, inspiring women to not just wear makeup, 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,” said Stephan Bezy, international general manager, YSL Beauty

Expansion of Loveshine Lip Franchise

Debuting in three waves, the singer’s first makeup campaign for YSL Beauty was shot by director Nathalie Canguilhem in Morocco. The location is near YSL Beauty Ourika Community Gardens, where ingredients are ethically harvested for the YSL Loveshine franchise.

The first wave of the media campaign begins this week with OOH, connected TV, paid social and digital.

The YSL Loveshine franchise will grow with the online debut of the new YSL Loveshine Lip Oil Stick on March 15 and in-store end of March. A national rollout is planned in April with nude shades. Continuing the momentum, the third product from YSL Loveshine will follow later this year, according to the brand.

L’Oréal Luxe 2023 sales rose 18.6% on the strength ot its fine fragrance business.

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