YSL BEAUTY / 2025 / Creative Concept · Brand Experience · Film
PICK YOUR EYE'TITUDE
Not a look to follow. An attitude to choose, from lashes to brow.
The challenge
How can YSL Beauty bring lashes and brows together in one desirable eye story—without reducing the experience to a sequence of product demonstrations?
The idea, in detail
Not looks. Eye'titude. Not hair. Eyes. Turn the hair salon into the YSL Eye Salon: guests pick a style from the eye lookbook, then dive inside — pigments style the lashes, textures sculpt the brows, and when the chair spins and the cape rises, every muse leaves with a new eye'titude.
The work
Every pick, a statement. Every possibility, a power.
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