YSL Beauty is resetting social media following a 5-day blackout on Instagram.
The luxury beauty brand is set to unveil a new look with all-new content on Saturday.
As part of the stunt, YSL Beauty deleted all existing Instagram content on Monday. We will not reissue it.
On Thursday, the brand posted a dramatic flash video telling its 11.3 million followers that YSL is “pushing boundaries.”
YSL Beauty, which has been active on social media for 10 years, said the purpose of the blackout stunt was to fuel speculation about what the brand might do next. After the reset, the company plans to create native content in “disruptive ways” to connect with younger audiences.
The beauty brand has also launched a Threads account, where it will promote drops and beauty secrets that will allow fans to get closer to the brand. This account gained him over 545,000 followers within 24 hours.
“This move marks a new chapter for YSL Beauty. By revamping our social channels, we aim to not only create excitement, but also to speak to our young audience in an engaging way. , enters the world of modern social media,” said Jordan Ruddy, Global Director of Consumer Engagement at YSL Beauty. The level of closeness and intimacy with our audience, and that’s a promise we intend to keep. ”
There are no changes to YSL Beauty’s Facebook account.
This article first appeared on campaignlive.co.uk.