The cosmetics world has been inspired by an array of unexpected characters of late, ranging from Betty Boop for Lancôme to Miss Piggy for MAC, but Yves Saint Laurent has taken things to the next level with a limited edition eye shadow palette inspired by Facebook.
As a "declaration of love" to its fans, YSL Fragrances & Beauty has designed the Pure Chromatics Devoted To Fans palette, which "[weaves] together the now highly identifiable Facebook blue with the luxurious Yves Saint Laurent design."
According to www.kissandmakeup.tv there are only 1,650 available, with any Facebook fan who buys the Devoted To Fans palette receiving "privileges" such as exclusive information, perks and services through their Facebook feed and in store. The initiative launches July 19 on YSL Beauty's Facebook page.
Damien Vincent, commercial director of Facebook France, emphasized the significance of the launch: "We are honored that a prestigious brand such as Yves Saint Laurent resumes Facebook color codes to launch a unique product destined for his fans."
Yves Saint Laurent is just one of many beauty labels to embrace social media as a way of connecting with consumers. Until now, one of the biggest ways of increasing fan growth had been seen via free sampling campaigns, with digital savvy brands such as Clinique, Origins and Bobbi Brown all increasing their Facebook "likes" in this fashion.
