Beauty

YSL Beauty Wants You To Wear Makeup, But Not Too Much

“Dear Gen Z, you are not just a pretty face. You care about things,” said a press release for YSL Beauty's latest makeup collection, NU.

Even if applied, it's a line that sums up the brand's renewed approach to grooming. It is also a testament to Gen Z's hand in leading the beauty industry in a more inclusive and socially conscious direction.

NU is a line of skin care and makeup products that aim to enhance rather than cover. As YSL says, the collection lets your "skin signature" shine through - a friendly term for attributes traditionally considered flaws, such as freckles or dark circles.

The Bare Look shade - formulated with vibrant, active hyaluronic acid - moves away from YSL's plus yesterdays makeup and provides light, non-mushy coverage. The Dewy Mist, a hydrating spray, is a puffy version of the must-have Evian Facial Spray from beauty minimalists.

YSL is one of many companies that aim to attract Gen Z consumers by incorporating slogans such as inclusiveness and sustainability into its branding principles. While claims about "clean formulas" and "responsible sourcing" - which YSL and countless other beauty brands pride themselves on - are still questioned, they will undoubtedly serve as a lure for some consumers who strive to be more ethical.

However, YSL's awareness that makeup buyers are not just cis women is commendable. The campaign for NU stars transgender model Chella Man and Rickey Thompson, a queer comedian and actor.

The collection also takes into account that not everyone wants to use products wrapped in traditionally feminine glitter and flourishes - minimal tubes and vials are devoid of gender overtones and put skincare and makeup in one. area with everyday essentials like hand soap or toothpaste.

Whether Gen Z embraces YSL Beauty's redesigned approach or not, NU is a sleek end-of-day line that looks great and makes you look great. What more could Generation Z ask for?


Source: https://www.highsnobiety.com/p/ysl-beauty-nu-makeup/