The YouTube how-to girls will be going crazy for this one. To demonstrate its social love, Yves Saint Laurent Beauté is pulling a first in its industry and launching a makeup palette sold exclusively to Fans on Facebook.
The “Devoted to Fans” product line, produced in partnership with Facebook, goes live with the “Pantone Facebook” palette, of which only 1650 will be produced for the brand’s fan page.
In an interview with FrenchWeb, marketing and digital director Carla de Préval of Yves Saint Laurent said, “Before I arrived there’d already been a number of cool productions, and since my arrival we’ve tried to push things a little further, to have a complete and global vision of digital — to separate ourselves from a completely internet-oriented vision and to really digitalize all points of contact.”
Definitely a hype worth following. The playful spirit that goes into producing a quality product for Facebook fans also reminds us of Jimmy Choo’s Catchachoo effort for Foursquare. Because we’re in a time when the fun and frivolous energy of fashion is being democratised, breaking out into the world and becoming contagious, like a fever. Ironically it took a screen to do that.