YSL Beauté names Lil Nas X as U.S. ambassador
Yves Saint Laurent Beauté has named rapper, singer and song-writer, Lil Nas X as its latest U.S. Ambassador.
As part of the collaboration, Lil Nas X will be featured in a series of content to be leveraged on YSL Beauté's digital platforms and in U.S. media campaigns, supporting the latest YSL Beauté Makeup launches and the brand's men's fragrance bestseller.
In particular, the new campaign is anchored in the premiere of YSL Beauté's newest lip icon: Rouge Pur Couture: The Bold. Lil Nas X will help to inspire independent self-expression for individuals and communities driven to change the world alongside YSL, the French beauty brand added.
"Lil Nas X embodies YSL Beauté's vision for the future of the beauty industry: boundary-breaking, unique, unapologetic, bold," said Laetitia Raoust, YSL Beauté U.S. general manager.
"The synergies between the brand and Lil Nas X's unwavering passion for individuality are the inspiration behind this partnership with the hope it empowers the next generation of beauty.”
To get there, he introduced an unreleased, never-heard-before track, to bring a musical component to the campaign.
"The partnership with YSL Beauté is one of the most thoughtful and impactful collaborations we've orchestrated," added Jennifer Frommer, SVP, partnerships and commercial licensing at Columbia Records. "Like Lil Nas X, the campaign is brave, it challenges the status quo and reminds us to keep pushing the boundaries of identity.”
Lil Nas X is known for boldly challenging conventional beauty standards. As a YSL Beauté ambassador, he joins the likes of Troye Sivan, Barbie Ferreira and Indya Moore.
"It's been a lot of fun working on this campaign with YSL Beauté – they're such an iconic brand, and I'm happy to be a part of something so unique and groundbreaking in the beauty world," said Lil Nas X. "Shout out to YSL for embracing me and my campness and for inspiring change for the next generation of beauty."
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