Yves Saint Laurent has taken their beauty range to social media. Rescu. has a sneak preview of their Facebook eyeshadow range…
It’s been a big year for Yves St Laurent.
First they announced they were dropping the ‘Yves’, much to the fashion world’s horror, and now they’ve produced a beauty line – inspired by, of all things, Facebook.
The eyeshadow compact is, of course, blue, which is Facebook’s signature colour. However, the line is mostly a way to draw attention to YSL’s movement into the 21st century via social media.
The eyeshadow will only be available to ‘fans’ of YSL’s Facebook page, Yves Saint Laurent Fragrances & Beauty, and are entitled Devoted To Fans #1.
They’re also very limited edition, which is rare for such a mass-market product: only 1,650 will be made available, making them sought-after collector’s items and sure to end up being auctioned at high prices at a later point.
It will also open up perks and possible discounts for the owners, as a reward for their brand loyalty. The page already has more than one million fans.
YSL’s use of Facebook for exclusive luxury products is a first in the industry, and indicates a change of direction; couture houses generally like to project a more ‘upmarket’ image, rather than devoting themselves to the consumer social media.
Facebook London and New York have already invited beauty bloggers and reviewers to exclusive previews of the palette.
This is the beginning of a new trend in collaborations; perhaps Google will team up with Gucci.
However, it isn’t entirely out of the blue – the perfume Eau d’Macbook Pro was invented by artists in 2011, as a way to get the scent of the Apple product without purchasing it.
Do you think fashion and technology companies are a good match?
Image: Facebook YSL palette.
