YSL : The Brand

product
The spring/summer collection for 2016 is called the Boho Stone collection. There is a range of products that consist of beautiful pastel colours in luxurious, seasonal packaging.

Rouge Pur Couture Glossy Stains come in two colours for s/s 2016, Tangerine Boho and Rose Folk. These products are perfect for the warmer weather as they have a glossy finish but have the staying power or a stain/tint.

Rouge Volupte Shine are brand new lipsticks for the Boho Stone collection. The lipstick is lightweight and very moisturising as it contains six essential oils that nourish the lips.

Touche Éclat Neutralisers is a tinted version of the classic, highlighting Touche Éclat. The different tints colour correct the skin when used to combat the correct colour. The Violet corrects yellow dull skin for a healthy glow, the Green corrects blemishes, conceals redness for an even skintone and the Bisque corrects dark circles, dark spots and illuminates.

Face Palette Collector, Gypsy Opale corrects uneven squinting leaving an illuminating soft touch. Couture Palette Collector, Indie Jaspe is an eyeshadow palette inspired by the free-spirit of a bohemian lifestyle.

La Laque Couture Nail Paints are pearlescent, pastel coloured nail polishes that have a shimmer throughout to give nails a glow.

Fusion Ink Blush is a gel product for the cheeks. The product is dabbed on to the skin and can be blended with a finger or a blush brush to give a healthy colour to the cheeks.

Mascara Volume Effet Faux Cils contains two new s/s 2016 shades of an eye-catching pink and green. This product can be worn on its own or on top of another mascara to give a pop of colour to the eye.

packaging

The packaging of the products has that classic, gold YSL look with accents of colour to compliment the theme of the collection. The marbled effect of the products and the packaging really adds to the collection as well as making it very eye catching.

YSL Beauté are well-known for the gold packaging but the collections all have a different theme alongside the gold to make sure it sticks to the signature look.

The packaging really gives a luxurious feel to the products as gold is seen as 'rich' and 'luxury'.

presentation
I feel that the brand chooses models with a specific 'girl next door' look to appeal to a normal woman and really catch their eye. The brand also tends to use well-known models to gain more publicity. During 2014/early 2015 Cara Delevigne was the model of the moment. By using her in their campaigns, they must have gained a lot more customers based on the choice of model. I feel that this was very smart of them as we have recently heard a lot about YSL as a beauty brand.

Fall 2015

Spring/Summer 2015

Spring/Summer 2016

By using girls that have that innocent, 'girl next door' look, the company gains more customers in terms of target audience. I feel that because the models look a certain way, customers feel that they could also look the same by buying the products. This is a smart tactic in terms of sales.

promotion
In terms of promotion, I feel that the brand itself is advertised by the choice of model. Because the products are priced more high-end, the use of the correct model/spokesperson promotes the brand itself.
Looking at promotion in terms of offers, at the minute the YSL beauty website has an exclusive offer which gives 'two complimentary deluxe samples' with every online purchase. This is a smart way to let customers try more products which may also encourage them to purchase full sized products of the samples.
There is also an offer of 'complimentary standard delivery' with online purchases. Speaking from a consumer's point-of-view, many people are willing to pay for the products but when websites don't offer free delivery, customers are often put off by the delivery charge as many see it as unnecessary when you could just go to the shop itself and buy it. By offering free delivery, especially when it has to be over a certain amount, this encourages customers to buy products and more products to get free delivery.

price point
YSL is quite an expensive brand. A typical foundation costs from £30-£40 and a typical lipstick costs around £20-£25.
However, I feel that when you receive the YSL product, you really pay for what you get with the heavy duty, luxurious packaging and the promising product.
I think many makeup lovers see it as an investment and an accessory as the packaging is so pleasing to the eye.
I feel that the target audience is more of the older, classic lover of YSL or a younger, makeup lover who is up-to-date with current trends and hyped products.

While researching into the brand and the tactics used to attract customers, I can see why the brand is so successful. By simply choosing something as simple as throwing in some sample products, the brand would be able to expand their customers in a second.

References:
The Beauty Look Book, (2016), Glossy Stains [ONLINE]. Available at: http://www.thebeautylookbook.com/2016/01/ysl-rouge-pur-couture-glossy-stain.html [Accessed 16 February 2016].
Craig McDean, (2016), Rouge Volupte Shine Lipstick [ONLINE]. Available at: http://chicprofile.com/ysl-rouge-volupte-shine-spring-2016-collection [Accessed 16 February 2016].
Unknown, (2016), Touche Eclat Neutralizers [ONLINE]. Available at: http://chicprofile.com/ysl-touche-eclat-neutralizers-spring-2016 [Accessed 16 February 2016].
Unknown, (2016), YSL Boho Stone Spring 2016 [ONLINE]. Available at: http://chicprofile.com/ysl-boho-stone-spring-2016-collection [Accessed 16 February 2016].
Unknown, (2016), YSL Boho Stone Spring 2016 [ONLINE]. Available at: http://chicprofile.com/ysl-spring-2016-boho-stone-visuals [Accessed 16 February 2016].
Craig McDean, (2015), Yves Saint Laurent Pretty Metal Fall 2015 [ONLINE]. Available at: http://mulpix.com/post/1030676585376498986.html [Accessed 16 February 2016].

Craig McDean, (2015), YSL Beauty Spring 2015 [ONLINE]. Available at: https://www.tumblr.com/search/yves%20saint%20laurent%20campaign [Accessed 16 February 2016].