With the goal to bring consumers back to luxury beauty post-Covid, YSL Beauty has been challenged with identifying and unlocking the potential of makeup.
Enter YSL Beauty's Candy Glaze Lip Gloss Stick campaign by breaking into the lip gloss trend of 2023. With juicy, nude shades specifically curated for the US and the winning mix of consumer-centric strategies; Candy Glaze became the #1 lipstick on Sephora.com YTD by weaving together it's innovative "stick" format with captivating US-led brand content and influential personalities to elevate and sell out our Lip Gloss Stick.
Candy Glaze's 2023 success was supported through a year-long, multifaceted activation plan by tapping consumer-led insights, social trends and a strong retail collaboration. Kicking off in May with a media campaign, VIP influencer engagement, exclusive in-store launch at Sephora, seedings, reactive PR and community management, Candy Glaze catapulted into Sephora's #1 lipstick spot and saw a +triple-digit%* spike in traffic to the product on YSLBeautyUS.com in the launch month alone. But the momentum didn’t stop - the brand continued to fuel with activations in July and November, while supporting always on programming through the year.
Candy Glaze’s winning formula:
Well surpassing expectations, the Candy Glaze campaign was not only touted as a best-in-class campaign by Sephora, but paid and social KPI's blew benchmarks out of the water and resulted in sales being up triple-digit%* total year. The team's continued efforts to push Candy Glaze into engaging activations, partnerships and reactive conversations through the year continued to bolster the success of the Lip Gloss Stick and reinforce that YSL Beauty is the edgiest luxury beauty brand in the market.
