Yves Saint Laurent

How do you stand out in a world where everyone is following the same trends? It’s clearly harder than it seems to make your mark when seemingly everybody is sporting an identical look.

The marketing team at Yves St Laurent felt providing the customer the ability to customise of their product would add to it’s overall uniqueness and desirability. Cue the “Make it Yours” brand, a service that lets customers create their own personalised versions of YSL lipstick applicators and perfume bottles.

The challenge YSL presented the INDG creative team was simple. Promote YSL’s brand within a brand. The task was twofold. Improve the online customisation user journey and announce those improvements on social.

Approaching the Rouge Pur lipstick selector, we designed a more evocative interaction with clearly signposted steps in the customising process.

Lipstick colours are presented as a carousel of shades while a number of cap designs could be selected from a range of options. Finally, the back of the case could be engraved with a personal inscription.

The mobile customer journey offers a similar, if compact, variation of the in store experience.

Additionally, once the selections were made, a custom video of the configuration would be created. Inspired by Yves St Laurent himself and an update on the designer’s signature “love cards”, these videos would act as a virtual memento of the user’s personalised keepsake. Videos are edited specifically to be shared on social.

CG elements were integrated with existing product photography making it possible to customise the spots.

The customisation of the fragrance product lines were designed along similar lines. Starting with the Mon Paris range, clear product focussed steps allowed the customer to select the desired bottle size, lavalliere (ribbon) design and monogram engraving.

A refined version for mobile.

An example of sharable social video content (and finished configured product) using the YSL flagship Libre fragrance.