YSL Beauty’s Instagram magazine

May 08, 2016

YSL

YSL Beauty is confidently changing the ‘Instagame’. Daring to stage the first online Instagram magazine, YSL Beauty is future proofing the face of social media’s beauty feed, with something to inspire, amuse and visually arrest.

Dare & Stage is the modern future, dreamt up by YSL Beauty’s current digital vision. Dare & Stage, the Instagram magazine, has rallied a virtual beauty masthead made up of talented bloggers, photographers, muses, writers and artists. Chosen for their expertise and empathy these creative contributors with make Dare & Stage a sociable beauty network.

Divided into sections, stories, voices and columns, these posts will make up the patchwork of

YSL’s beauty story, just as if it were a working magazine, with a cover, an editor and a daily line-up. Told in two textures - ‘le flux’, the continual beauty products feed, and ‘le stock’, standout beauty stories - YSL Beauty states that it is going to define and refine the way Instagram illustrates beauty.

Addressing the consumer YSL Beauty says: “Made with you, and for you, YSL Beauty’s instamag posts will turn our products from ‘wow’ to ‘mine’, while transforming our ‘exclusive’ identity into an ‘inclusive’ style. This weekly themed shoppable magazine, where products can be purchased via “like 2 buy” will invite you to a regular rendez-vous - from #yslbeautycarteblanche to #yslbeautystilllife, from #yslbeautytips to #yslbeautyevents. A weekly appointment not to be missed.”

The concept? Visually striking, beautiful not boring, news based and unchartered, this

Instagram feed aims to be gobbled up by YSL’s hungry new beauty fan base. Expect backstage scoops, tutorials on a loop, brand new rules, product revelations, rock quotes and, says YSL Beauty…“most of all…expect the unexpected from Dare & Stage.”




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