YVES SAINT LAURENT BEAUTÉ MALAYSIA

To encourage shoppers to purchase its latest lipsticks, the French beauty conglomerate ran Instagram Reels ads featuring Malaysian beauty creators that earned a 15-point lift in intent among millennial women.

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THE STORY
Beauty brand of the French couture label

A French luxury beauty brand owned by conglomerate L'Oréal, Yves Saint Laurent Beauté (YSL) offers makeup, skincare and fragrances. Since its 2017 launch in Malaysia, the brand has worked to position itself as a young, edgy, luxury label for millennial customers.

2.3-point

lift in top-of-mind awareness (for cell with Reels)

8.8-point

lift in standard ad recall (for women aged 25–34 exposed to cell with Reels)

9.3-point

lift in unaided ad recall (for cell with Reels)

15-point

lift in unaided ad recall (for women aged 25–34 exposed to cell with Reels)

Tapping into the magic of Reels offered us an innovative way to connect with beauty consumers and tell engaging stories via meaningful collaborations. We can now focus on delivering an exciting beauty experience across all brand touchpoints. We are grateful for Meta’s support and look forward to applying our learnings to future campaigns.
ZAIREEN IBRAHIM, BRAND GENERAL MANAGER, YVES SAINT LAURENT BEAUTÉ MALAYSIA
THE GOAL
Promoting new lipstick shades

To further strengthen its youthful appeal and gain larger market share for the new shades added to its Slim Velvet Radical lipstick collection, YSL Beauté Malaysia wanted to drive brand awareness and tell impactful stories in a fun, dynamic way.

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THE SOLUTION

Luscious lip looks with Reels

Keenly aware of evolving consumer preferences, YSL Beauté Malaysia wanted to captivate its target audience of beauty-savvy millennial consumers with trendy, mobile-first video content. To this end, the brand embraced Reels, a creative format that helps people discover new content on Instagram and Facebook.

Given Instagram’s popularity with beauty lovers, YSL Beauté Malaysia partnered with select local beauty creators and media agency Wavemaker to produce a video series launching the latest shades in the Slim Velvet Radical lipstick collection. Made with Meta’s best practices for ad creative in mind, the thumb-stopping videos featured prominent branding, and were titled “The Slim Velvet Radical Looks by YSL Beauty.” Used in a campaign of Reels ads on Instagram, the videos showed the beauty personalities recreating a series of trendy looks using the new lipstick shades.

Simultaneously, YSL Beauté Malaysia ran its usual awareness campaign across Facebook and Instagram using reach and frequency buying. The campaign featured branded content as video ads and photo ads in carousel format. Marked as Sponsored, all of the branded content ads had a Learn more button that led shoppers to YSL Beauté Malaysia’s website, where they could explore the brand’s offerings.

To reach as many people as possible, the beauty brand showed all campaigns to women in Malaysia interested in beauty. Between May 16–June 14, 2022, YSL Beauté Malaysia ran a brand lift study comparing two cells: one with its business-as-usual campaign, and the second combining its usual campaign and a Reels ads campaign. The brand found that adding Reels resonated particularly well with women aged 25–34, delivering the following results:

  • 2.3-point lift in top-of-mind awareness (for cell with Reels)
  • 8.8-point lift in standard ad recall (for women aged 25–34 exposed to cell with Reels)
  • 9.3-point lift in unaided ad recall (for cell with Reels)
  • 15-point lift in intent (for women aged 25–34 exposed to cell with Reels)
Create Ad
Young, beauty-conscious consumers know what they want: They expect brands to create bold, impactful content that tells a riveting story. With Reels, we tried to do just that for YSL Beauté Malaysia’s new lip products, and are delighted to see that consumers are responding favourably to the campaign.
EVE LYNN, MARKETING DIRECTOR, YVES SAINT LAURENT BEAUTÉ MALAYSIA