Brand management is a function of marketing that uses techniques to increase the the price of products to go up and builds loyal customers through positive brand associations and images
INTRODUCE
YSL Beauty's enduring success in the fiercely competitive cosmetics industry stems from its ability to fuse Parisian elegance, luxury, and innovation By seamlessly intertwining creativity with astute brand stewardship, YSL Beauty has captivated a global consumer base, solidifying its position as a leading force in the market.
This essay delves into the captivating world of YSL Beauty's brand management process
We will explore the meticulously crafted steps that have built their reputation, from the foundation of brand identity to the formulation of impactful communication strategies Furthermore, we will examine how YSL Beauty seamlessly integrates its brand essence into every touchpoint of the consumer experience
YSL Beauty's brand management brilliance lies in its unwavering commitment to creating a coveted reputation through core elements Their exceptional communication strategies keep customers entranced, driving desire and engagement Moreover, brand management is the linchpin of YSL Beauty's sustained success, serving as the foundation for its future growth and prosperity.
This exploration isn't just for the beauty industry buffs! By uncovering the secrets behind YSL Beauty's brand magic, we aim to equip you with valuable insights applicable to any brand management endeavor.
THEORETICAL BASIS
What is a brand?
According to the American Marketing Association (AMA), a brand is an identifiable entity that distinguishes a company's goods or services from those of its competitors It encompasses various elements such as names, terms, symbols, designs, or combinations thereof, that serve to differentiate and promote a particular organization or group of sellers.
A brand is the sum of how a product or business is perceived by those who experience it—including customers, investors, employees, the media, and more Branding is the process of shaping these perceptions
A brand, then, is more than just a company’s name, logo, product, or price tag It’s more than the marketing and advertising around these things A brand is the consistent and recognizable feeling that all of these things evoke
The fact that brands are essentially intangible doesn’t mean they aren’t extremely valuable business assets The way a customer feels about a business influences their purchasing behavior, after all, which directly impacts the business’s bottom line
There’s a reason the world’s most successful companies invest millions of dollars every year in strengthening their brands.
The importance of Brand
The importance of brands for businesses is as follows: (Adminrb, 2021)
• First, building a good brand not only shapes the style and image of the business but also creates prestige for the product This will promote the consumption of goods, increase profits and competitiveness
• Second, building a strong brand helps the current customer base become more stable Because when consumers have confidence in the product, they will feel more secure in using it and will be loyal to the product This creates stability in the current customer base In addition, it helps brands attract potential customers, helping to expand the market more widely
• Third, building a strong brand will help businesses have a strong position in market competition in terms of price, investment capital and even attracting talented people
In today's consumer landscape, brand has emerged as a pivotal factor driving purchase decisions With rising disposable incomes and increased brand consciousness among Vietnamese consumers, brands play a crucial role in shaping shopping preferences By opting for branded products, consumers gain assurance of product quality, provenance, and risk reduction This enhanced brand awareness and sense of security have made brand a primary consideration for Vietnamese consumers, contributing to its prominence as the main factor influencing purchase choices.
What is brand management?
Brand management is a function of marketing that uses techniques to increase the perceived value of a product line or brand over time Effective brand management enables the price of products to go up and builds loyal customers through positive brand associations and images or a strong awareness of the brand
Developing a strategic plan to maintain brand equity or gain brand value requires a comprehensive understanding of the brand, its target market, and the company's overall vision.
Concept of vision, mission, and core values
Vision serves as a beacon, guiding individuals and businesses toward a desired future state This aspirational ideal inspires progress and serves as a driving force for development By aligning actions with a clear vision, one can ensure that growth and innovation align with long-term aspirations, maximizing the likelihood of achieving success.
Mission is the purpose, the reason for us to live and develop towards the future The Mission describes what actions the business needs to take to achieve the Vision
The core values of a business are understood as priceless values It cannot be exchanged for money or material things In particular, it is also an important foundation that forms the company's rules and regulations
Core values are everything in a business that cannot be measured and paid for in money or is unchanged over time.
Unique selling point
According to Rosser Reeve (Reality in advertising, 1960), USP is "An acronym for Unique
Selling, which is a factor that differentiates a business's products or services from competitors, for example: lowest cost, product first on the market” With the view that advertising must directly demonstrate the unique benefits that buyers will receive Today's competitive environment is very different, USP needs to be understood more flexibly and broadly instead of stopping at uniqueness in terms of product function
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors [4] The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers [5] USP focuses on explicit claims of uniqueness involving an objectively verifiable product attribute or benefit-in-use [6]
For successful advertising, every message must present a clear value proposition to the target audience Forget empty promises, exaggerated claims, or mere imagery; each ad should articulate a specific benefit that motivates consumers to purchase By providing a compelling reason for buying, businesses can effectively persuade potential customers and drive conversions.
The proposition must be one the competition cannot or does not offer It must be unique— either in the brand or a claim, the rest of that particular advertising area does not make.The proposition must be strong enough to move the masses, i.e., attract new customers as well as potential customers.
What are brand elements?
According to the definition of AMA (American Marketing Association), to create a brand we will choose a name, logo, symbol, packaging design or other characteristics to distinguish our products from those of our competitors These elements used to identify and differentiate are called brand elements
In line with the American Marketing Association's definition, brands are established through the creation of distinct elements that differentiate their products from those of competitors These elements, referred to as brand elements, serve as identifiers and include aspects such as the brand name, logo, symbol, packaging design, and other unique characteristics.
Logo is a visual element of a brand in customer perception of the brand The purpose of a logo is to reinforce the meaning of the brand in some way, creating an association either through its own meaning or through supporting marketing programs Logos are abstract, unique and easy to remember, but they also pose potential challenges when customers may not clearly understand the meaning of the logo and the connection between the logo and the brand
Symbols are often used in advertising and promotion programs or to introduce new products to attract attention and create emphasis as well as increase customer sympathy
Slogan is a short paragraph aimed at conveying information, describing or convincing customers about the brand in a certain aspect or clearly increasing brand awareness and helping to strengthen and position the brand, creating difference The slogan must act as a business commitment to product quality, customer service and care, and demonstrate the business's efforts in improvement and development
Slogans help people easily identify the brand Therefore, not only big brands but also businesses, clubs, groups and even individuals have now built their own unique slogans Slogans can exist in many gentle, eloquent, strong shades And sometimes, slogans also help listeners imagine themselves directly experiencing the product
Packaging refers to the design and materials used to enclose and protect products It serves multiple functions, including protection from damage and contamination, preservation of product freshness, conveying essential information to consumers, representing the brand identity, facilitating marketing and promotion, enhancing convenience for consumers, and promoting sustainability Packaging plays a crucial role in product marketing and consumer experience, influencing perceptions and purchase decisions while ensuring product quality, safety, and integrity.
Swot model analysis
T (strengths, weaknesses, opportunities, and threats) analysis is a framework used to evaluate a company's competitive position and to develop strategic planning SWOT analysis assesses internal and external factors, as well as current and future potential a Strengths
Strengths are things that your organization does particularly well, or in a way that distinguishes you from your competitors Think about the advantages your organization has over other organizations These might be the motivation of your staff, access to certain materials, or a strong set of manufacturing processes b Weaknesses
Weaknesses, like strengths, are inherent features of your organization, so focus on your people, resources, systems, and procedures Think about what you could improve, and the sorts of practices you should avoid c Opportunities
Opportunities are openings or chances for something positive to happen, but you'll need to claim them for yourself d Threats
Threats include anything that can negatively affect your business from the outside, such as supply-chain problems, shifts in market requirements, or a shortage of recruits It's vital to anticipate threats and to take action against them before you become a victim of them and your growth stalls.
What is stp?
STP is a marketing strategy that involves segmentation, targeting, and positioning Segmentation refers to dividing the market into distinct groups of customers with similar needs and characteristics By understanding the specific needs of each segment, marketers can tailor their messaging and offerings to resonate with the target audience This approach helps businesses focus their efforts on the most promising segments, maximizing the effectiveness of their marketing campaigns.
The first step of the STP marketing model is the segmentation stage The main goal here is to create various customer segments based on specific criteria and traits that you choose the four main types of audience segmentation include: geographuc segmentation, demographic segmentation, behavioral segmentation, psychographic segmentation b Targeting:
Step two of the STP marketing model is targeting Your main goal here is to look at the segments you have created before and determine which of those segments are most likely to generate desired conversions include: size, profitability, reachability c Positioning:
The final step in this framework is positioning, which allows you to set your product or services apart from the competition in the minds of your target audience There are a lot of businesses that do something similar to you, so you need to find what it is that makes you stand out There are three positioning factors that can help you gain a competitive edge: Symbolic positioning, Functional positioning, Experiential positioning
Strategic brand management process
a Step 1: Identifying and shaping brand plans
Understanding the brand's identity and market positioning is crucial in strategic brand management This involves defining the brand's values, attributes, and target audience By establishing a clear brand identity, businesses can differentiate themselves from competitors and build a strong foundation for future brand development.
Brand Positioning is defined as “the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target consumer’s mind.”
1 Brand positiong model: describes how to guide integrated marketing to maximize competitive advantages
2 Brand resonance model: describes how to create intense, activity loyalty relationships with customers
3 Brand value chain: means to trace the value creation process for brands, to better understand the financial impact of brand marketing expenditures and investments b Step 2: Designing and implementing Brand Marketing Program
Building brand equity requires properly positioning the brand in the minds of customers and achieving as much brand resonance as possible In general, this knowledge building process will depend on three factors:
1 The initial choices of the brand elements making up the brand and how they are mixed and matched;
2 The marketing activities and supporting marketing programs and the way the brand is integrated into them and
3 Other associations indirectly transferred to or leveraged by the brand as a result of linking it to some other entity (such as the company, country of origin, channel of distribution, or another brand) c Step 3: Measuring and Interpreting Brand Performance
In order to effectively oversee the profitability of their brands, managers must adeptly devise and execute a system for measuring brand equity This entails implementing a structured approach comprising various research methodologies aimed at furnishing marketers with timely, precise, and actionable insights These insights are crucial for facilitating optimal tactical decisions in the short term and strategic decisions in the long term The implementation of such a system involves three fundamental steps: conducting comprehensive brand audits, designing ongoing brand tracking studies, and establishing a robust brand equity management framework
A brand audit serves as a foundational step in determining or evaluating a brand's positioning It involves a thorough evaluation of the brand's overall health, identification of its equity sources, and recommendations for enhancing and leveraging that equity This process necessitates a comprehensive understanding of brand equity from both the organizational standpoint and the consumer perspective Once the brand positioning strategy is established, marketers can proceed to devise and execute marketing initiatives aimed at shaping, reinforcing, or preserving brand associations
Brand tracking studies play a pivotal role in gathering consumer feedback over time, typically through quantitative measures, on various key dimensions identified through the brand audit or alternative methods Meanwhile, a brand equity management system encompasses a series of organizational processes designed to enhance the comprehension and application of the brand equity concept within the firm Implementation of such a system involves three primary steps: formulating brand equity charters, compiling brand equity reports, and delineating brand equity responsibilities d Step 4 Growing and Sustaining Brand Equity
After establishing a robust brand equity measurement and management system, the next step involves cultivating and maintaining brand equity for long-term growth and success This includes continuously evaluating brand performance, innovating to meet evolving consumer needs, fostering meaningful engagement with customers, ensuring brand consistency and integrity, forging strategic partnerships, supporting social responsibility initiatives, and remaining agile in response to market dynamics By prioritizing these strategies, brands can sustainably strengthen their position in the marketplace and foster enduring connections with consumers.
Risk management
Risk management is the process of identifying, assessing and controlling financial, legal, strategic and security risks to an organization’s capital and earnings These threats, or risks, could stem from a wide variety of sources, including financial uncertainty, legal liabilities, strategic management errors, accidents and natural disasters
Risk management within the brand industry is crucial, as it arms brands with essential tools to identify and tackle potential risks comprehensively Through risk identification, brands can effectively minimize their impact Moreover, risk management serves as a platform for brands to make informed decisions
For brands, evaluating and managing risks is paramount for preparing against obstacles that could impede progress and expansion By assessing and strategizing to address potential concerns, brands enhance their chances of success
Furthermore, brand risk management ensures that high-priority risks are addressed proactively Additionally, managers gain vital information to make sound decisions and maintain brand stability.
CONTENT
General introduction
Founded 1962; 62 years ago in Paris
Pierre Bergé Products Francesca Bellettini (CEO),
Anthony Vaccarello (creative director) Website https://www.ysl.com/ a About YSL
Yves Saint Laurent YSL (also known as Saint Laurent Paris) is a luxury fashion The legendary French fashion designer Yves Saint Laurent, who passed away in 2008, left an indelible mark on the industry After honing his craft at Christian Dior in the late 1950s, he partnered with Pierre Bergé to launch his own fashion house, "Yves Saint Laurent SAS."
Today, this iconic brand thrives under the Kering group, the world's third-largest luxury conglomerate
Yves Saint Laurent's inaugural collection in 1962 revolutionized women's fashion, introducing iconic designs like the trench coat and the tuxedo His signature "Le Smoking" redefined female attire, breaking boundaries and establishing the tuxedo as a timeless symbol of modern femininity.
While YSL SAS focuses on haute couture, ready-to-wear, and accessories, Yves Saint Laurent Beauty operates as a separate entity The beauty brand specializes in fragrances for both men and women, alongside high-quality makeup and skincare products In 2008, the L'Oréal group acquired YSL Beauty, integrating it into their prestigious "L'Oréal Luxe" division Interestingly, YSL Beauty also held licenses for other luxury brands like Boucheron and Alexander McQueen The Stella McCartney license, however, ended in
• Early Days (1964): Inspired by his revolutionary fashion designs, Yves Saint
Laurent launched the brand's first fragrance, "Y," in 1964 This marked the birth of YSL Beauty, aiming to create cosmetics that complemented his bold and empowering vision for women
• Philosophy Emerges (1960s-1970s): YSL Beauty products were guided by the belief that makeup should enhance natural beauty and reflect inner confidence, a philosophy that resonated throughout the 60s and 70s
• Making a Name (1977): The iconic "Opium" fragrance launched in 1977 solidified
YSL Beauty's presence in the fragrance world Its provocative name and oriental notes challenged traditional femininity, aligning perfectly with YSL's brand identity
• Beyond Fragrance (1980s-present): Since the 1980s, YSL Beauty has continuously expanded beyond fragrances Groundbreaking makeup lines like Rouge Pur Lipstick emerged, followed by successful skincare products Innovation remains a core value, ensuring high-quality, luxurious cosmetics that cater to evolving customer needs
• Joining Forces (2008): The L'Oréal Group acquisition in 2008 provided YSL
Beauty with greater resources and global reach, further solidifying its position as a leading luxury beauty brand
• Empowerment for All (Present): Today, YSL Beauty celebrates its bold heritage
Marketing campaigns featuring diverse and strong women continue to encourage self-expression and individuality The brand maintains its focus on high-quality, luxurious products that are both innovative and on-trend c Mission:
To empower individuals through high-quality, luxurious cosmetics that celebrate self- expression and individuality d Vision:
To be a leading force in the luxury beauty industry, recognized for innovative and bold products that redefine beauty standards and encourage self-confidence e Values :
• Boldness: Pushing boundaries and challenging conventions in the beauty world
• Empowerment: Encouraging individuals to express their unique personalities through makeup and skincare
• Luxury: Using high-quality ingredients and meticulous design to create a luxurious beauty experience
• Innovation: Continuously developing new and exciting products that stay ahead of trends
• Self-Expression: Promoting individuality and embracing diversity in beauty f Commitment:
YSL Beauty prioritizes protecting planetary boundaries to ensure the Earth's continued ability to support human well-being By using these boundaries as the foundation for their sustainability goals, they aim to operate in a manner that preserves the planet and safeguards its health for future generations.
A SNAPSHOT OF OUR VALUE CHAIN
YSL Beauty's "Change the Rules, Change the Future" initiative holistically addresses sustainability throughout its operations, encompassing ingredient sourcing, formula development, and packaging design By prioritizing sustainability, YSL Beauty aims to lessen its environmental impact on ecosystems and natural resources The brand's commitment manifests in its diverse product categories, ranging from skincare to makeup.
YSL Beauty products are renowned for their luxurious formulations and cutting-edge ingredients The brand leverages advanced science to create high-performance makeup and skincare that delivers visible results From long-wearing foundations to age-defying serums, YSL Beauty caters to a discerning clientele seeking both indulgence and efficacy a) Make up:
• Flagship foundations like Touche Éclat, offering lightweight yet buildable coverage
• Bold lipsticks in a variety of textures and iconic shades like Rouge Pur Couture
• Beloved mascaras like Mascara Volume Effet Faux Cils, for dramatic lashes
• Eye shadow palettes with rich pigments and innovative formulas b) Skincare:
• Advanced serums targeting concerns like wrinkles and hyperpigmentation
• Luxurious moisturizers for deep hydration and nourishment
• Targeted treatments for specific skin types and needs
• NU skincare product lines are environmentally friendly and have innovative formulas c) Fragrance
• Iconic scents like Black Opium, a bold and sensual fragrance
• Libre, a celebration of freedom and individuality
• La Nuit de l'Homme, a sophisticated and masculine fragrance.
Brand element
The full name of the cosmetics brand is actually Yves Saint Laurent Beauty It's often abbreviated as YSL Beauty for convenience The name of the brand is taken from the name of the founder of Yves Saint Laurent b Packaging:
• YSL Beauty utilizes sleek and luxurious packaging From sleek black compacts to gold-toned accents, the materials and design convey a premium feel
• The packaging often incorporates the brand's signature logo and employs bold colors, sometimes reflecting the specific product line
• Recently YSL beauty launched the "NU Yves Saint Laurent" product line using environmentally friendly packaging and containers certified by FSC®CERTIFIED They use eco-design tools to continually explore new ways to innovate and improve, creating more recyclable, refillable, or reusable products with lighter packaging to help us favor a circular economy and actively reduce our footprin
• In which: o 30% OF NU BARE LOOK TINT TUBE IS MADE FROM RECYCLED PLASTIC, 40% OF NU GLOW IN BALM TUBE IS MADE FROM RECYCLED PLASTIC o 29% OF NU BLOTTING LOTION TUBE IS MADE FROM RECYCLED PLASTIC o 100% OF NU DEWY MIST TUBE IS MADE FROM RECYCLED PLASTIC o 40% OF NU TONE CORRECTOR TUBE IS MADE FROM RECYCLED PLASTIC c Color:
• Black, gold, and red are prominent colors in YSL Beauty's branding
• Black symbolizes luxury and sophistication
• Gold adds a touch of opulence and glamour
• Red, often associated with YSL's fashion line, injects a dose of boldness and energy d Logo:
- YSL's first logo was designed by Adolphe Jean-Marie Mouron, also known as Cassandr
- The logo uses the three initials "YSL" delicately interlocked, expressing luxury and elegance
- This logo is still used today, symbolizing the brand's heritage and identity
• 1971: Saint Laurent Rive Gauche logo
This logo was designed by Pierre Bergé, Yves Saint
Laurent's life partner and long-time collaborator
- The logo uses a slender serif font with the full name "Yves Saint Laurent" and the text "Rive
- This logo represents the brand's shift towards high-end ready-to-wear fashion
This logo was designed by Hedi Slimane, the new creative director of YSL at that time
- The logo uses a modern sans-serif font with the name "Saint Laurent" and the text "Paris" below
- This logo represents the youthfulness and modernity of the brand under kepemimpinan Slimane e Slogan:
Yves Saint Laurent Beauty doesn't currently have a single, overarching slogan like "Just
Do It" for Nike However, YSL Beauty is known for its association with a particular quote by Yves Saint Laurent himself:
"Fashions fade, style is eternal."
This quote embodies the brand's core values of timeless elegance, individuality, and empowerment
YSL Beauty champions the concept of freedom with its powerful slogan,
"Libre." This message goes beyond makeup; it's a call to break free from limitations and embrace individuality YSL Beauty doesn't dictate beauty standards Instead, they celebrate the unique beauty within each person and encourage everyone to express their personality with confidence.
SWOT
YSL Beauty leverages the prestigious legacy of the Yves Saint Laurent fashion house, instantly conveying luxury and sophistication
• High-Quality Products: YSL Beauty is known for its luxurious ingredients, innovative formulas, and high- performing products across makeup, skincare, and fragrance
• Bold and Empowering Image: The brand aligns with a strong message of self-expression and breaking beauty standards, resonating with a modern audience
Partnerships: YSL Beauty utilizes diverse models and celebrities in campaigns, promoting inclusivity and broader appeal
• Strong Social Media Presence: YSL
Beauty actively engages with customers on social media platforms, building brand loyalty and community
• Higher Price Point: Compared to some competitors, YSL Beauty products can be more expensive, potentially limiting accessibility for some consumers
• Reliance on Department Stores: While
YSL Beauty has expanded its online presence, a significant portion of sales might still come from department stores, which are facing challenges
• Limited Focus on Sustainability: While there are efforts like the Nu line, YSL Beauty could potentially do more to promote sustainable practices across its product range
Markets: YSL Beauty has room to grow in emerging markets with a rising middle class and increasing demand for luxury beauty products
• Digital Innovation: Further development of e-commerce platforms and personalized online experiences can attract new customers and enhance brand loyalty
Practices: Focusing on eco-friendly packaging and promoting sustainable
• Competition: The beauty industry is highly competitive, with established players and rising indie brands vying for market share
• Counterfeiting: Luxury brands like YSL
Beauty are vulnerable to counterfeiting, impacting brand reputation and sales
• Shifting Consumer Preferences: Evolving beauty trends and changing consumer preferences toward natural or minimalist makeup require constant innovation to stay relevant
• Economic Downturn: Economic instability can impact consumer spending on practices aligns with growing consumer preferences and can enhance brand image
Editions: Partnerships with influencers or artists for limited-edition products can generate excitement and attract new customer segments luxury goods, potentially affecting YSL Beauty's sales.
STP
Gen X and Gen Z are between the ages of 25-50 years old and focus on individuals with a higher disposable income While makeup is traditionally aimed at women, YSL Beauty could also target a growing segment interested in men's grooming products
YSL Beauty aligns its values with eco-conscious consumers through initiatives like the Nu line, reflecting its message of individuality, freedom, and empowerment Customers embrace YSL Beauty's commitment to sustainability while expressing themselves authentically, allowing them to make a meaningful contribution to environmental well-being.
The allure of luxury stores and online boutiques can be undeniable, but membership limitations can restrict the service experience Natural ingredients are a major draw for customers seeking anti-aging and skincare solutions Loyalty programs, like YSL's Beauty Club, further incentivize repeat purchases by keeping members informed about brand initiatives and promoting product sustainability b Targeting:
• Luxury Experience: Their core audience leans towards those who appreciate luxury and are willing to pay a premium for high-end products and a prestigious brand image They cater to this through upscale packaging, brand collaborations, and a focus on in-store experiences (when applicable)
• Gen Z Focus: Recognizing the growing influence of Gen Z, YSL Beauty has launched the Nu collection This line is specifically priced for affordability, uses sustainable practices, and emphasizes natural ingredients – all resonating with Gen
Z values They might also leverage social media influencers popular with this demographic for promotion
• Digital Savvy: YSL Beauty understands the importance of online presence They utilize platforms like Pinterest to target beauty shoppers and have loyalty programs like YSL Beauty Club to keep customers engaged with brand campaigns and encourage repeat purchases
• Inclusivity: The brand is increasingly moving towards inclusivity, particularly with the Nu collection, which avoids stereotypes and caters to a wider range of consumers c Positioning:
YSL Beauty is a high-end cosmetics brand with many quality products and a strong brand However, in the cosmetics industry, there are many strong competitors
• Chanel Beauty: Another iconic French fashion house offering high-end makeup, skincare, and fragrances They compete with YSL Beauty in terms of prestige, quality, and heritage
Dior Beauty, a renowned French luxury brand, stands alongside YSL Beauty in the realm of high-end cosmetics Dior Beauty distinguishes itself with its groundbreaking makeup formulations and opulent skincare products, providing customers with a comprehensive suite of premium beauty essentials.
Armani Beauty stands as an esteemed Italian luxury brand renowned for its refined makeup lines The brand's specialty lies in delivering long-lasting foundations, consistently outperforming its competitor, YSL Beauty Both brands vie for the attention of discerning customers who desire a flawless and polished aesthetic.
• La Mer: A high-end skincare brand known for its science- backed formulas and luxurious textures They compete with YSL Beauty's premium skincare offerings, targeting customers seeking anti-aging and advanced skincare solutions
• NARS Cosmetics: A brand known for its high-pigment makeup products and innovative formulas They compete with YSL Beauty in offering a diverse range of makeup products with a focus on self-expression
Estée Lauder stands as a renowned cosmetic brand, catering to a diverse audience with its extensive collection of makeup and skincare products tailored to various skin types and needs While YSL Beauty offers a more comprehensive product line, Estée Lauder maintains a slightly more accessible image, distinguishing itself from the former's more exclusive positioning.
• Maybelline is a popular drugstore makeup brand that offers a wide range of products at affordable prices
• L’OreaL: offers a massive range of beauty products across makeup, skincare, hair care, and even fragrance
Many companies operate within the cosmetics, perfume, and skincare industries, each presenting a unique set of competitors for YSL Among the prominent contenders are Chanel, Dior, Jean Paul Gaultier, Guerlain, Estée Lauder, Givenchy, and Lancôme, all renowned for their luxury offerings These brands directly vie with YSL in the high-end beauty market, offering similar prestige and allure
On the other hand, some competitors like Sephora, Urban Decay, L’Oreal, MAC, Make- up forever, and Bourjois primarily specialize in cosmetics While they may not exude the same luxury appeal as YSL, these brands excel in providing quality makeup products, catering to a broader consumer base in the mass market segment Their expertise lies in delivering accessible beauty solutions, albeit with a distinct positioning that differs from YSL's aspirational allure
YSL Beauty isn't just any brand; it operates under the L'Oréal cosmetics group, the world leader in the industry This powerhouse partnership provides a strong foundation for YSL Beauty's success Complementing this is YSL's long and celebrated history, renowned for consistently delivering top-quality products This combination has earned YSL Beauty a loyal following and a prominent position among discerning customers.
Unique selling point ( USP )
The unique selling point of YSL beauty is “ ICONIC PRODUCT”
YSL beauty not only focuses on products for women or men but also has UNISEX product lines Each product has uniqueness that YSL puts into it
- Indulge in scents extracted from nature, each a fragrant expression of YSL's boundless creativity Their perfume lines celebrate freshness and freedom, inviting you to embrace your individuality
- YSL beauty prioritizes the environment with its skincare line They utilize eco-friendly ingredients, demonstrating a commitment to sustainable development for a future of beauty
- The makeup product line always embrace your unique beauty with YSL's innovative makeup They believe each person possesses their own color, and their products empower you to express yourself with limitless possibilities.
Brand image
With its own unique branding, YSL beauty always has images associated with its products When customers see the YSL logo on lipstick or perfume lines, they will immediately recognize that it is from YSL beauty The brand is synonymous with luxury, elegance, and high quality This is reflected in their use of premium packaging, high- performance formulas, and celebrity endorsements YSL Beauty has a heritage of pushing boundaries and embracing the avant-garde This translates into innovative products, daring marketing campaigns, and a focus on empowering self-expression YSL Beauty draws inspiration from the worlds of art and fashion Their marketing campaigns often feature artistic visuals and celebrate the transformative power of makeup The brand is increasingly embracing diversity in its marketing materials and product offerings, catering to a wider range of beauty ideals The sleek black, white, and burgundy color palette, along with the bold "YSL" logo, projects a sense of luxury and sophistication
YSL Beauty is known for innovative textures, bold colors, and high-performance formulations, reflecting their commitment to creativity and pushing boundaries By consistently presenting this multi-faceted brand image, YSL Beauty resonates with a target audience who appreciates luxury, creativity, and the freedom to express themselves through beauty.
YSL Beauty has carved a niche for itself as a luxury brand that captivates customers with its creative flair and unique allure Renowned for its pioneering spirit and inclusive approach to beauty, YSL Beauty consistently unveils innovative products and formulations that captivate beauty aficionados, setting new industry standards
Through strategic marketing initiatives spanning print, digital, and social media platforms, YSL
Beauty effectively reaches a diverse audience, fortifying its brand message across various channels Additionally, the brand's strategic collaborations with celebrities and influencers further amplify its reach and enhance brand visibility, fostering a deeper connection with consumers worldwide
Brand equity
Some outstanding and typical product lines of YSL beauty include:
• Rouge Pur Couture The Slim Velvet Radical: This lipstick is praised for its bold, highly-pigmented color payoff and its innovative square-shaped bullet for precise application The velvet finish offers a comfortable feel
• Black Opium: This popular fragrance is a bold and mysterious scent with notes of coffee, vanilla, and white florals It's known for its long-lasting wear and unique character
• Libre Eau de Parfum: This fragrance embodies a sense of freedom and empowerment It features floral notes balanced with musk and amber for a sophisticated and modern scent
YSL Beauty offers a variety of high-performance and luxurious makeup, skincare, and fragrance products Here are some that stand out for their unique features:
• YSL Touche Éclat: This iconic illuminator pen is a bestseller, known for its ability to brighten, conceal, and add a radiant glow to the skin
Yves Saint Laurent's Rouge Pur Couture Lipsticks offer an opulent spectrum of bold and timeless shades in diverse finishes, including matte and satin Renowned for their intense pigmentation, exceptional longevity, and luxurious comfort, these lipsticks cater to discerning tastes and elevate any makeup look.
• YSL Lash Clash Mascara: This mascara offers dramatic volume and definition to lashes with its innovative oversized brush and clump-free formula
• YSL Pure Shots: This range of targeted serums addresses specific skincare concerns like dullness, wrinkles, and dehydration Each shot uses a concentrated formula with high-quality ingredients for visible results
• YSL Or Rouge: This luxurious anti-aging skincare line features products formulated with ingredients like saffron and gold to combat visible signs of aging and promote a youthful appearance
• YSL Top Secrets: This line offers makeup primers and setting sprays that prep, perfect, and extend the wear of your makeup throughout the day
• YSL Black Opium: This popular and bold fragrance features notes of coffee, white florals, and vanilla for a sensual and mysterious scent
• YSL Libre: This empowering fragrance embodies freedom and confidence with a blend of floral and citrus notes, anchored by warm amber and musk
• YSL La Nuit de l'Homme: This masculine fragrance offers a sophisticated and alluring scent with notes of cardamom, leather, and vanilla
YSL Beauty is known for pushing boundaries with innovative formulas and technologies that deliver high-performance results From the packaging to the application experience, YSL Beauty products offer a touch of luxury that elevates your beauty routine The brand draws inspiration from Parisian fashion, often resulting in bold colors, textures, and fragrances that empower self-expression YSL Beauty uses high-quality ingredients in their products, ensuring both efficacy and a luxurious feel
Overall, YSL Beauty's distinctive products cater to those seeking high-performance, luxurious beauty essentials with a touch of Parisian flair and the freedom to express themselves boldly b Quality products
YSL beauty committed to providing quality and safe cosmetic products to all our consumers, and beauty professionals To ensure our products are perfectly safe, they go through an in-depth 4-step evaluation process that begins at the earliest stages of product conception and continues once the products have been released to market:
1 In-depth knowledge of raw materials that compose our cosmetic products
2 Assessment of the use of raw materials in our products
3 Confirmation of product tolerance via a wide range of tests
4 Continuous monitoring of our cosmetic products after their release to market
YSL beauty products are committed to having clear origins and sources Before starting production, the brand will carefully research the raw ingredients used to ensure safety for consumers' health Above all, all research is conducted and tested at scientific research centers After completing the product, it will be tested to look for unwanted effects on consumers such as allergies, improper use, etc In addition to the above processes after the product is launched into the market and commercialized , the brand will have a team to strictly monitor the quality and security of the product
Because of the professionalism of the production process and quality assurance, YSL beauty products are always the optimal choice for those who prefer high- end cosmetics c After-sale/Brand values
Overall, YSL Beauty leverages after-sales practices to reinforce its brand value by prioritizing customer satisfaction and building trust through quality products and exceptional service
For added peace of mind, many luxury brands provide warranties or guarantees on their products These assurances not only attest to the high quality of the items but also offer customers recourse in the event of any defects or issues By checking their official websites, customers can access specific details regarding the duration and coverage of these warranties.
• Returns/Exchanges: Similar to warranties, YSL Beauty likely offers return and exchange policies that cater to customer satisfaction This fosters trust and builds positive after-sales experiences
• Customer Service: Luxury brands like YSL Beauty are known for providing excellent customer service This might involve offering consultations, personalized recommendations, or addressing after-sales concerns promptly and professionally
• Brand Reputation: The brand's association with luxury and quality translates into after-sales value Customers expect exceptional performance and service from a high-end brand like YSL Beauty
Below is the brand's extremely clear and professional product return and customer care roadmap
• Free ground shipping on orders over $100 (US only)
• Standard ground shipping takes 3-5 business days, with additional processing time
• Expedited shipping options available for an extra fee (Next Day & Second Day)
• Some products can only be shipped via ground shipping
• No international shipping at this time
• You can return most items purchased online within 60 days of purchase
• You are responsible for return shipping fees
• Initiate your return online before sending the package
• Returns are processed within 1-2 business days of receipt
• Refund will be issued to the original payment method within 3-5 business days
• Some exceptions apply (final sale items, engraved items, etc.)
• Products purchased online cannot be returned in stores
• Orders are processed Monday through Friday
• You can track your order using the tracking number provided in your confirmation email
• YSL Beauty offers a 100% satisfaction guarantee for online purchases d Brand loyalty:
YSL Beauty implements several strategies to cultivate brand loyalty
YSL Beauty Club: This tiered loyalty program rewards customers for their purchases with points redeemable for exclusive benefits like discounts, early access to new products, and personalized experiences
The association with luxury creates a sense of exclusivity and desirability, fostering brand attachment Distinctive products like Le Cushion Encre de Peau or Black Opium fragrance become favorites customers keep coming back for.Customers who experience the quality are more likely to stay loyal to the brand
Collaborating with notable figures such as Zoë Kravitz and Kaia Gerber amplifies brand recognition and expands reach YSL Beauty also emphasizes audience engagement through compelling content and active follower interaction, fostering a sense of community and enhancing brand loyalty Furthermore, the brand's exploration of NFTs for innovative loyalty programs holds potential for increased personalization and engagement.
YSL has implemented smart and effective marketing campaigns to maintain and enhance brand loyalty:
YSL Beauty boasts a robust omnichannel presence, spanning platforms like TikTok, YouTube, Instagram, Facebook, and their website This extensive reach, coupled with a dedicated following, ensures swift and widespread access to product information.
STRATEGIC BRAND MANAGEMENT PROCESS
a STEP 1: Identifying and shaping brand plans
Leveraging Powerful Brand Elements for YSL Beauty
In designing a successful brand marketing program, YSL Beauty can leverage several key elements to create awareness and enhance brand value Here's a breakdown of some key considerations:
• YSL (Yves Saint Laurent): This iconic name embodies luxury, creativity, and exceptional quality It carries significant brand equity built over decades YSL Beauty should continue utilizing this name to establish brand identity and forge strong customer connections
• YSL Logo: The interlaced "YSL" symbol is instantly recognizable and a powerful communication tool Its clean and distinct design makes it highly memorable YSL Beauty should continue using this logo across all marketing materials and communication channels to ensure consistent brand recognition
• Color Psychology: Colors play a crucial role in brand perception YSL Beauty currently utilizes black and gold, symbolizing luxury, sophistication, and prominence Consider exploring additional colors that complement this palette and evoke the brand's core values of empowerment and bold expression This strategic use of color will further strengthen customer connection with the YSL Beauty brand
Millennials & Gen Z who value self-expression, empowerment, and social media influence
YSL Beauty distinguishes itself as an empowerer of self-expression through makeup, moving beyond mere luxury By featuring a diverse range of models and beauty aesthetics in its campaigns, YSL Beauty fosters inclusivity The brand's commitment to sustainability resonates with its target audience, as evidenced by its efforts to incorporate eco-friendly practices into its packaging and partnerships YSL Beauty maintains a strong presence on social media platforms such as TikTok and Instagram, allowing it to connect with its audience and create engaging content.
YSL Beauty maintains high-quality ingredients and formulas in their products.They are available in luxury department stores alongside other established luxury brands Stay on top of makeup trends and formulate their products with innovative ingredients
YSL Beauty embodies the epitome of Parisian elegance and avant-garde creativity, rooted in its rich French heritage The brand's iconic YSL logo and packaging exude prestige and recognition, while celebrity endorsements further enhance its aspirational appeal Offering a luxurious sensory experience, YSL Beauty products are synonymous with indulgence and style, drawing inspiration from fashion trends and designer collections Beyond aesthetics, YSL Beauty champions empowerment and self-expression, celebrating diversity and individuality in beauty These core brand associations position YSL Beauty as a leader in luxury beauty, symbolizing sophistication, creativity, and empowerment for consumers worldwide
YSL Beauty's mantra, "Empower Your Bold Beauty," aligns with the aspirations of millennials and Gen Z by fostering self-expression and challenging beauty norms Its focus on boldness mirrors YSL Beauty's commitment to daring and exploration in the realm of beauty By empowering individuals to embrace their unique beauty, YSL Beauty establishes itself as a tool for self-confidence This mantra seamlessly integrates with YSL Beauty's existing messaging, such as "Dare to be Different" and "Express Yourself," and its adaptability allows for effortless integration into various product lines and marketing initiatives.
To effectively penetrate the Vietnamese market, YSL Beauty has strategically established its presence in Hanoi and Ho Chi Minh City, the nation's major metropolitan centers This targeted approach grants YSL Beauty access to a sizable consumer base characterized by a strong affinity for premium beauty products, enabling the brand to capitalize on the market's potential.
However, Vietnamese consumers prioritize high-quality products with a focus on value While some may be drawn to exclusive or limited-edition offerings, a broader emphasis on core lines and competitive pricing will likely resonate better with the market
YSL beauty genuine shopping channels in Vietnam:
TTTM Takashimaya 92-94 Nam Kỳ Khởi Nghĩa, Q1, TPHCM, SĐT: 028 3915660
TTTM Lotte 54 Liễu Giai, Ba Đình, Hà Nội, SĐT: 024 32247366
TTTM Crescent Mall 101 Tôn Dật Tiên, Q7, TP.HCM, SĐT: 028 54141532
TTTM Lotte West Lake, 272 đường Võ Chí Công, Tây Hồ, Hà Nội, SĐT: 024 32018154
To captivate and engage customers in Vietnam, YSL Beauty stores will host a series of interactive programs These programs will provide customers with more than just a shopping experience; they'll offer opportunites to participate, receive exclusive benefits, and discover the transformative power of YSL Beauty products firsthand
Utilizing a blend of renowned celebrities, Key Opinion Leaders (KOLs), and influential Key Opinion Consumers (KOCs) across social media platforms, YSL Beauty effectively disseminates product information to its customer base This amalgamation aids in crafting a distinctive and innovative brand image, resonating particularly with art and aesthetics enthusiasts YSL actively engages with customers on platforms such as Instagram, Facebook, and YouTube, sharing visually appealing content related to the brand, new collections, and events Through these efforts, YSL cultivates an online fan community, fostering heightened customer interaction and engagement Additionally, YSL employs various digital advertising strategies, encompassing online ads, email marketing, and mobile marketing, to connect with and captivate its audience Leveraging digital marketing techniques enables YSL to offer personalized experiences, disseminate product information, extend promotions, and extend invitations to exclusive events d STEP 3: Measuring and Interpreting Brand Performance
YSL's brand audits evaluate brand health and performance, examining identity, value, consistency, and consumer perception Regular audits assess marketing efforts and partnerships, identifying areas for improvement and enhancement These audits are crucial for determining the effectiveness of brand strategy and ensuring alignment with business goals.
YSL has the capacity to undertake brand tracking studies to monitor shifts in brand dynamics and performance over time These studies encompass metrics such as brand recognition, awareness, image, customer engagement, and loyalty By consistently gathering data from customers and analyzing the findings, YSL can gauge the impact of marketing initiatives and external factors influencing the brand
YSL has the opportunity to establish a comprehensive Brand Value Management System, designed to assess and oversee brand value based on critical factors This system could involve setting benchmarks and objectives related to brand recognition, value propositions, customer engagement, and competitive positioning By implementing this system, YSL can measure and monitor the outcomes of its initiatives, effectively managing brand value over time
YSL has the capability to conduct Signal Tracking Studies aimed at monitoring shifts in brand signals and performance trends These studies may encompass metrics such as brand recognition, awareness, image, customer engagement, and loyalty Through consistent data collection from customers and analysis of the results, YSL can assess the impact of its go-to-market strategies and external factors influencing commercial success
CONCLUSION
In this essay on YSL Beauty and brand management, we will examine the brand's success in applying brand management strategies to create a strong and unique brand
One of the key aspects of YSL Beauty's success is its integration of local cultural elements into its brand strategy By doing so, they have created a welcoming and authentic environment for customers, fostering a deep connection with the local community YSL Beauty goes beyond being a cosmetics brand to become a cultural and artistic icon, promoting diversity and creativity
YSL Beauty has successfully built a system of strong brand elements, including its logo, colors, typography, and signature design elements The YSL Beauty logo, featuring the initials "YSL," is a symbol of luxury and prestige The brand's primary colors of burgundy, white, and black create a bold and sophisticated feel The bold and italicized typography also plays a key role in creating brand recognition and making a strong impression
YSL Beauty has also been successful in creating strong brand awareness in the minds of consumers Through creative and effective marketing strategies, YSL Beauty has generated widespread awareness of their brand From sophisticated advertising campaigns on traditional media to a strong presence on social media platforms, YSL
Beauty has created a vast network of fans and consumers worldwide
However, maintaining and growing brand awareness is an ongoing challenge for YSL
In the competitive beauty market, YSL Beauty's success hinges on continuous creativity and innovation Constant investment in captivating marketing and advertising strategies is crucial for maintaining top-of-mind awareness Additionally, crafting exceptional and memorable customer experiences is essential for fostering brand loyalty By embracing adaptation and refinement, YSL Beauty can retain relevance among consumers and secure future growth The brand's continued viability depends on its ability to evolve and meet the dynamic needs of its target audience.