02.08.22
Yves Saint Laurent Beauty today announced that "Euphoria" actress Barbie Ferreira has joined the brand as YSL Beauty US ambassador. YSL says Ferreira’s appointment is the start of the formation of a group of new beauty icons who appeal to the Gen Z consumer and embody the brand’s values of boldness, community, and connection, said the luxury beauty brand, which is part of L’Oréal.
Ferreira plays Kat Hernandez on the hit HBO show, which is a leading source of inspiration for beauty right now.
“Barbie represents the brand’s vision of the future, pushing boundaries in both culture and beauty with freedom of expression at our core,” said David Iop,VP global communications and image. “We recognize her as a unique, inspired creative who inspires her community to embrace their edge and individuality.”
Ferreira is boldly challenging conventional attitudes, and brings a fresh, modern perspective to the beauty category, said YSL.
“I’ve never shied away from expressing myself through makeup. Makeup is a passion of mine, and I’m so excited and honored to be working with YSL Beauty and the legacy the brand has built,” said Ferreira in a statement.
As part of her role as YSL Beauty US ambassador, Ferreira will be featured in a series of campaign content to be leveraged YSL Beauty’s digital platforms and in US media campaigns (digital and out-of-home advertisements), supporting the YSL Makeup portfolio and the brand’s fragrance, Black Opium.
The new campaign content will be anchored in the premiere of YSL Beauty’s new Lash Clash Mascara, which features the biggest brush ever created in YSL's labs. It delivers more than 200% volume and creates the most extreme impact from lash root to tip in overnoir couture black finish, according to the brand.
Ferreira plays Kat Hernandez on the hit HBO show, which is a leading source of inspiration for beauty right now.
“Barbie represents the brand’s vision of the future, pushing boundaries in both culture and beauty with freedom of expression at our core,” said David Iop,VP global communications and image. “We recognize her as a unique, inspired creative who inspires her community to embrace their edge and individuality.”
Ferreira is boldly challenging conventional attitudes, and brings a fresh, modern perspective to the beauty category, said YSL.
“I’ve never shied away from expressing myself through makeup. Makeup is a passion of mine, and I’m so excited and honored to be working with YSL Beauty and the legacy the brand has built,” said Ferreira in a statement.
As part of her role as YSL Beauty US ambassador, Ferreira will be featured in a series of campaign content to be leveraged YSL Beauty’s digital platforms and in US media campaigns (digital and out-of-home advertisements), supporting the YSL Makeup portfolio and the brand’s fragrance, Black Opium.
The new campaign content will be anchored in the premiere of YSL Beauty’s new Lash Clash Mascara, which features the biggest brush ever created in YSL's labs. It delivers more than 200% volume and creates the most extreme impact from lash root to tip in overnoir couture black finish, according to the brand.