The above advertisement is the new campaign for Yves Saint Laurent’s Touche éclat concealer. As you can see Jourdan Dunn is the cover model for the product. I think what this new advertising campaign says is that YSL is trying to reach black women as viable consumers. What does this mean for women and the industry:
 YSL reaches more women: YSL Touche éclat has always been seen as a fantastic concealer for Western women, and the fact YSL is using Jourdan Dunn as their new cover model highlights that they want to break into the emerging markets of Africa and the Caribbean. Wealthy African and Afro-Caribbean women are part of high societies in their native countries and abroad. I can imagine that marketing the product to them will be successful for the beauty brand.
 Black women dip their toes into luxury brands: Let’s face it, many luxury brands do not try to go out of their way to connect with African consumers which is a shame because as I am learning, there are many middle-class societies in African nations that can more than afford luxury goods. I think YSL are showing that they are cognisant of this by using Jourdan Dunn because she is a black women. It is encouraging because it highlights that they want to appeal to us.
Beauty products like concealer are money-makers for big cosmetic luxury companies such as YSL. I am interested to see how this campaign goes for them when this years numbers are revealed.
What do you think of this campaign?