UNIVERSTIY OF ECONOMICS AND FINANCE

MAJOR: MARKETING
-----o0o-----

BRAND MANAGEMENT
YSL BEAUTY

Name: Nguyễn Thị Kiều Trang

Student: 225991427
Lecturers: Th.S Nguyễn Minh Quân
Class: A09E
 I. Table of Contents
II. INTRODUCE .........................................................................................................................4
III. THEORETICAL BASIS ........................................................................................................5
1. What is a brand? ........................................................................................................................ 5
2. The importance of Brand............................................................................................................ 5
3. What is brand management? ..................................................................................................... 6
4. Concept of vision, mission, and core values ............................................................................... 6
5. Unique selling point ................................................................................................................... 6
6. What are brand elements? ......................................................................................................... 7
7. Swot model analysis................................................................................................................... 8
a. Strengths ............................................................................................................................................. 8
b. Weaknesses......................................................................................................................................... 8
c. Opportunities ...................................................................................................................................... 8
d. Threats ................................................................................................................................................ 8
8. What is stp? ............................................................................................................................... 9
a. Segmentation: ..................................................................................................................................... 9
b. Targeting:............................................................................................................................................. 9
c. Positioning: .......................................................................................................................................... 9
9. Strategic brand management process ........................................................................................ 9
a. Step 1: Identifying and shaping brand plans .......................................................................................... 9
b. Step 2: Designing and implementing Brand Marketing Program .......................................................... 10
c. Step 3: Measuring and Interpreting Brand Performance ..................................................................... 10
d. Step 4. Growing and Sustaining Brand Equity ...................................................................................... 11
10. Risk management................................................................................................................. 11
What is risk management? .......................................................................................................................... 11
Importance of risk management .................................................................................................................. 11
IV. CONTENT.......................................................................................................................12
1. General introduction ................................................................................................................ 12
a. About YSL........................................................................................................................................... 12
b. About YSL beauty: .............................................................................................................................. 13
c. Mission: ............................................................................................................................................. 14
d. Vision:................................................................................................................................................ 14
e. Values : .............................................................................................................................................. 14
f. Commitment:..................................................................................................................................... 14
g. Introduce the product categories of YSL beauty: ................................................................................. 15
2. Brand element: ........................................................................................................................ 17
a. Name: ................................................................................................................................................ 17
b. Packaging:.......................................................................................................................................... 17
c. Color: ................................................................................................................................................. 18
d. Logo:.................................................................................................................................................. 18
e. Slogan: ............................................................................................................................................... 19
3. SWOT: ...................................................................................................................................... 19

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 4. STP: .......................................................................................................................................... 21
a. Segmentation:.................................................................................................................................... 21
b. Targeting:........................................................................................................................................... 21
c. Positioning: ........................................................................................................................................ 22
5. Unique selling point ( USP ) ...................................................................................................... 24
6. Brand image: ............................................................................................................................ 24
7. Brand equity:............................................................................................................................ 25
a. Iconic and popular products: ........................................................................................................... 25
b. Quality products ................................................................................................................................ 27
c. After-sale/Brand values .................................................................................................................... 28
d. Brand loyalty: .................................................................................................................................... 29
7. STRATEGIC BRAND MANAGEMENT PROCESS ........................................................................... 31
a. STEP 1: Identifying and shaping brand plans ....................................................................................... 31
b. STEP 2: Designing and implementing Brand Marketing Program ......................................................... 33
d. STEP 3: Measuring and Interpreting Brand Performance ..................................................................... 34
e. STEP 4. Growing and Sustaining Brand Equity ..................................................................................... 35
9. . RISK MANAGEMENT: .............................................................................................................. 37
a. Competition and Counterfeiting: ........................................................................................................ 37
b. Market Fluctuations and Economic Downturns: ........................................................................................ 38
c. Social Media Scrutiny and Influencer Marketing Risks: ........................................................................ 38
V. CONCLUSION .....................................................................................................................39
VI. REFERENCE SOURCE ......................................................................................................40

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 II. INTRODUCE
Yves Saint Laurent (YSL) Beauty stands as a beacon in the competitive landscape of
cosmetics. Famed for its sophisticated blend of Parisian flair, luxury, and creative edge,
YSL Beauty has captivated consumers worldwide. However, maintaining such a position
in today's dynamic market demands a strategic approach that seamlessly integrates
creativity with expert brand management.

This essay delves into the captivating world of YSL Beauty's brand management process.
We will explore the meticulously crafted steps that have built their reputation, from the
foundation of brand identity to the formulation of impactful communication strategies.
Furthermore, we will examine how YSL Beauty seamlessly integrates its brand essence
into every touchpoint of the consumer experience.

This essay dives deep into the captivating world of YSL Beauty's brand management. We'll
begin by dissecting the core elements that have built their enviable reputation. Next, we'll
explore the communication strategies that keep customers engaged and yearning for more.
Finally, we'll shed light on how brand management is the cornerstone of YSL Beauty's
enduring success and future sustainability.

This exploration isn't just for the beauty industry buffs! By uncovering the secrets behind
YSL Beauty's brand magic, we aim to equip you with valuable insights applicable to any
brand management endeavor.

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III. THEORETICAL BASIS
1. What is a brand?

Accoding to the American Marketing Association (AMA), a brand is a “name, term,

sign, symbol, or design, or a combination of them, intended to identify the goods
and services of one seller or group of sellers and to differentiate them from those of
competition.

A brand is the sum of how a product or business is perceived by those who

experience it—including customers, investors, employees, the media, and more.
Branding is the process of shaping these perceptions.
A brand, then, is more than just a company’s name, logo, product, or price tag. It’s
more than the marketing and advertising around these things. A brand is the
consistent and recognizable feeling that all of these things evoke.

The fact that brands are essentially intangible doesn’t mean they aren’t extremely
valuable business assets. The way a customer feels about a business influences their
purchasing behavior, after all, which directly impacts the business’s bottom line.

There’s a reason the world’s most successful companies invest millions of dollars
every year in strengthening their brands.

2. The importance of Brand

The importance of brands for businesses is as follows: (Adminrb, 2021)

 First, building a good brand not only shapes the style and image of the business but
also creates prestige for the product. This will promote the consumption of goods,
increase profits and competitiveness.
 Second, building a strong brand helps the current customer base become more
stable. Because when consumers have confidence in the product, they will feel more
secure in using it and will be loyal to the product. This creates stability in the current
customer base. In addition, it helps brands attract potential customers, helping to
expand the market more widely.
 Third, building a strong brand will help businesses have a strong position in market
competition in terms of price, investment capital and even attracting talented people.
 Fourth, brand is the main factor in deciding on shopping choices today. The main
reason is that consumer demand and income levels are increasing, and Vietnamese
people's brand awareness is also improving. Because when buying branded
products, they feel secure about product quality, origin, save time searching and
reduce risks.

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 3. What is brand management?

Brand management is a function of marketing that uses techniques to increase the

perceived value of a product line or brand over time. Effective brand management enables
the price of products to go up and builds loyal customers through positive brand
associations and images or a strong awareness of the brand.

Developing a strategic plan to maintain brand equity or gain brand value requires a
comprehensive understanding of the brand, its target market, and the company's overall
vision.

4. Concept of vision, mission, and core values

Vision

Vision is a standard like an ideal that people want to aim for and achieve in the future. It is
also a driving force to help individuals or businesses develop in the right direction.

Mission

Mission is the purpose, the reason for us to live and develop towards the future. The
Mission describes what actions the business needs to take to achieve the Vision.

Core values

The core values of a business are understood as priceless values. It cannot be exchanged
for money or material things. In particular, it is also an important foundation that forms the
company's rules and regulations.

Core values are everything in a business that cannot be measured and paid for in money or
is unchanged over time.

5. Unique selling point

According to Rosser Reeve (Reality in advertising, 1960), USP is "An acronym for Unique
Selling, which is a factor that differentiates a business's products or services from
competitors, for example: lowest cost, product first on the market”. With the view that
advertising must directly demonstrate the unique benefits that buyers will receive. Today's
competitive environment is very different, USP needs to be understood more flexibly and
broadly instead of stopping at uniqueness in terms of product function.

A unique selling proposition (USP) refers to the unique benefit exhibited by a company,
service, product or brand that enables it to stand out from competitors.[4] The unique selling

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proposition must be a feature that highlights product benefits that are meaningful to
consumers.[5] USP focuses on explicit claims of uniqueness involving an objectively
verifiable product attribute or benefit-in-use.[6]

Each advertisement must make a proposition to the consumer—not just words,

product puffery, or show-window advertising. Each advertisement must say to each
reader: "Buy this product, for this specific benefit."

The proposition must be one the competition cannot or does not offer. It must be unique—
either in the brand or a claim, the rest of that particular advertising area does not make.The
proposition must be strong enough to move the masses, i.e., attract new customers as well
as potential customers.

6. What are brand elements?

According to the definition of AMA (American Marketing Association), to create a brand

we will choose a name, logo, symbol, packaging design or other characteristics to
distinguish our products from those of our competitors. These elements used to identify
and differentiate are called brand elements.

Brand names

According to the definition of AMA (American Marketing Association), to create a brand we

will choose a name, logo, symbol, packaging design or other characteristics to distinguish our
products from those of our competitors. These elements used to identify and differentiate are
called brand elements.

Logos and symbol

Logo is a visual element of a brand in customer perception of the brand. The purpose of a
logo is to reinforce the meaning of the brand in some way, creating an association either
through its own meaning or through supporting marketing programs. Logos are abstract,
unique and easy to remember, but they also pose potential challenges when customers may
not clearly understand the meaning of the logo and the connection between the logo and
the brand.

Symbols are often used in advertising and promotion programs or to introduce new
products to attract attention and create emphasis as well as increase customer sympathy.

Slogan

Slogan is a short paragraph aimed at conveying information, describing or convincing

customers about the brand in a certain aspect or clearly increasing brand awareness and

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helping to strengthen and position the brand, creating difference. The slogan must act as a
business commitment to product quality, customer service and care, and demonstrate the
business's efforts in improvement and development.

Slogans help people easily identify the brand. Therefore, not only big brands but also
businesses, clubs, groups and even individuals have now built their own unique slogans.
Slogans can exist in many gentle, eloquent, strong shades... And sometimes, slogans also
help listeners imagine themselves directly experiencing the product.

Packaging

Packaging refers to the design and materials used to enclose and protect products. It serves
multiple functions, including protection from damage and contamination, preservation of
product freshness, conveying essential information to consumers, representing the brand
identity, facilitating marketing and promotion, enhancing convenience for consumers, and
promoting sustainability. Packaging plays a crucial role in product marketing and
consumer experience, influencing perceptions and purchase decisions while ensuring
product quality, safety, and integrity.

7. Swot model analysis

T (strengths, weaknesses, opportunities, and threats) analysis is a framework used to

evaluate a company's competitive position and to develop strategic planning. SWOT
analysis assesses internal and external factors, as well as current and future potential.

a. Strengths

Strengths are things that your organization does particularly well, or in a way that
distinguishes you from your competitors. Think about the advantages your organization
has over other organizations. These might be the motivation of your staff, access to certain
materials, or a strong set of manufacturing processes.

b. Weaknesses

Weaknesses, like strengths, are inherent features of your organization, so focus on your
people, resources, systems, and procedures. Think about what you could improve, and the
sorts of practices you should avoid.

c. Opportunities

Opportunities are openings or chances for something positive to happen, but you'll need to
claim them for yourself

d. Threats

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Threats include anything that can negatively affect your business from the outside, such as
supply-chain problems, shifts in market requirements, or a shortage of recruits. It's vital to
anticipate threats and to take action against them before you become a victim of them and
your growth stalls.

8. What is stp?

STP in marketing stands for segmentation, targeting, and positioning. These three basic
steps dictate how marketers can identify the right customers, serve them the right
messaging, and give them the information they need for successful targeting.

a. Segmentation:

The first step of the STP marketing model is the segmentation stage. The main goal here is to
create various customer segments based on specific criteria and traits that you choose the four main
types of audience segmentation include: geographuc segmentation, demographic segmentation,
behavioral segmentation, psychographic segmentation.
b. Targeting:

Step two of the STP marketing model is targeting. Your main goal here is to look at the
segments you have created before and determine which of those segments are most likely
to generate desired conversions include: size, profitability, reachability.

c. Positioning:

The final step in this framework is positioning, which allows you to set your product or
services apart from the competition in the minds of your target audience. There are a lot of
businesses that do something similar to you, so you need to find what it is that makes you
stand out. There are three positioning factors that can help you gain a competitive edge:
Symbolic positioning, Functional positioning, Experiential positioning

9. Strategic brand management process

a. Step 1: Identifying and shaping brand plans

The first step of the strategic brand management process starts with a clear and concise
understanding of what the brand is to represent and how it should be positioned with respect
to competitors.

Brand Positioning is defined as “the act of designing the company’s offer and image so
that it occupies a distinct and valued place in the target consumer’s mind.”

Philip Kotler

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 1. Brand positiong model: describes how to guide integrated marketing to maximize
competitive advantages.
2. Brand resonance model: describes how to create intense, activity loyalty
relationships with customers.
3. Brand value chain: means to trace the value creation process for brands, to better
understand the financial impact of brand marketing expenditures and
investments.

b. Step 2: Designing and implementing Brand Marketing Program

Building brand equity requires properly positioning the brand in the minds of customers
and achieving as much brand resonance as possible. In general, this knowledge building
process will depend on three factors:

1. The initial choices of the brand elements making up the brand and how they are
mixed and matched;
2. The marketing activities and supporting marketing programs and the way the brand
is integrated into them and
3. Other associations indirectly transferred to or leveraged by the brand as a result of
linking it to some other entity (such as the company, country of origin, channel of
distribution, or another brand).

c. Step 3: Measuring and Interpreting Brand Performance

In order to effectively oversee the profitability of their brands, managers must adeptly
devise and execute a system for measuring brand equity. This entails implementing a
structured approach comprising various research methodologies aimed at furnishing
marketers with timely, precise, and actionable insights. These insights are crucial for
facilitating optimal tactical decisions in the short term and strategic decisions in the long
term. The implementation of such a system involves three fundamental steps: conducting
comprehensive brand audits, designing ongoing brand tracking studies, and establishing a
robust brand equity management framework.

A brand audit serves as a foundational step in determining or evaluating a brand's

positioning. It involves a thorough evaluation of the brand's overall health, identification
of its equity sources, and recommendations for enhancing and leveraging that equity. This
process necessitates a comprehensive understanding of brand equity from both the
organizational standpoint and the consumer perspective. Once the brand positioning
strategy is established, marketers can proceed to devise and execute marketing initiatives
aimed at shaping, reinforcing, or preserving brand associations.

Brand tracking studies play a pivotal role in gathering consumer feedback over time,
typically through quantitative measures, on various key dimensions identified through the

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brand audit or alternative methods. Meanwhile, a brand equity management system
encompasses a series of organizational processes designed to enhance the comprehension
and application of the brand equity concept within the firm. Implementation of such a
system involves three primary steps: formulating brand equity charters, compiling brand
equity reports, and delineating brand equity responsibilities.

d. Step 4. Growing and Sustaining Brand Equity

After establishing a robust brand equity measurement and management system, the next
step involves cultivating and maintaining brand equity for long-term growth and success.
This includes continuously evaluating brand performance, innovating to meet evolving
consumer needs, fostering meaningful engagement with customers, ensuring brand
consistency and integrity, forging strategic partnerships, supporting social responsibility
initiatives, and remaining agile in response to market dynamics. By prioritizing these
strategies, brands can sustainably strengthen their position in the marketplace and foster
enduring connections with consumers.

10. Risk management

What is risk management?

Risk management is the process of identifying, assessing and controlling financial, legal,
strategic and security risks to an organization’s capital and earnings. These threats, or risks,
could stem from a wide variety of sources, including financial uncertainty, legal liabilities,
strategic management errors, accidents and natural disasters.

Importance of risk management

Risk management within the brand industry is crucial, as it arms brands with essential tools
to identify and tackle potential risks comprehensively. Through risk identification, brands
can effectively minimize their impact. Moreover, risk management serves as a platform for
brands to make informed decisions.

For brands, evaluating and managing risks is paramount for preparing against obstacles
that could impede progress and expansion. By assessing and strategizing to address
potential concerns, brands enhance their chances of success.

Furthermore, brand risk management ensures that high-priority risks are addressed
proactively. Additionally, managers gain vital information to make sound decisions and
maintain brand stability.

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 IV. CONTENT
1. General introduction

Trade name Saint Laurent

Company type Subsidiary (SAS)
Founded 1962; 62 years ago in Paris
Founder Yves Saint Laurent
Pierre Bergé
Products Francesca Bellettini (CEO),
Anthony Vaccarello (creative director)
Website https://www.ysl.com/

a. About YSL

Yves Saint Laurent YSL (also known as Saint Laurent Paris) is a luxury fashion . The
legendary French fashion designer Yves Saint Laurent, who passed away in 2008, left an
indelible mark on the industry. After honing his craft at Christian Dior in the late 1950s,
he partnered with Pierre Bergé to launch his own fashion house, "Yves Saint Laurent SAS."

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Today, this iconic brand thrives under the Kering group, the world's third-largest luxury
conglomerate.

Saint Laurent's debut collection in January 1962 was a resounding success, dazzling
fashion professionals and marking a historic moment, according to the Pierre Bergé
Foundation website. He revolutionized women's fashion with innovative designs like the
trench coat, the "Saharienne" jacket, and the jumpsuit. Most notably, he popularized the
tuxedo, or "Le Smoking," for women, forever redefining modern female attire.

b. About YSL beauty:

While YSL SAS focuses on haute couture, ready-to-wear, and accessories, Yves Saint
Laurent Beauty operates as a separate entity. The beauty brand specializes in fragrances
for both men and women, alongside high-quality makeup and skincare products. In 2008,
the L'Oréal group acquired YSL Beauty, integrating it into their prestigious "L'Oréal Luxe"
division. Interestingly, YSL Beauty also held licenses for other luxury brands like
Boucheron and Alexander McQueen. The Stella McCartney license, however, ended in
2013.

 Early Days (1964): Inspired by his revolutionary fashion designs, Yves Saint
Laurent launched the brand's first fragrance, "Y," in 1964. This marked the birth of
YSL Beauty, aiming to create cosmetics that complemented his bold and
empowering vision for women.
 Philosophy Emerges (1960s-1970s): YSL Beauty products were guided by the
belief that makeup should enhance natural beauty and reflect inner confidence, a
philosophy that resonated throughout the 60s and 70s.
 Making a Name (1977): The iconic "Opium" fragrance launched in 1977 solidified
YSL Beauty's presence in the fragrance world. Its provocative name and oriental
notes challenged traditional femininity, aligning perfectly with YSL's brand
identity.
 Beyond Fragrance (1980s-present): Since the 1980s, YSL Beauty has
continuously expanded beyond fragrances. Groundbreaking makeup lines like
Rouge Pur Lipstick emerged, followed by successful skincare products. Innovation
remains a core value, ensuring high-quality, luxurious cosmetics that cater to
evolving customer needs.
 Joining Forces (2008): The L'Oréal Group acquisition in 2008 provided YSL
Beauty with greater resources and global reach, further solidifying its position as a
leading luxury beauty brand.
 Empowerment for All (Present): Today, YSL Beauty celebrates its bold heritage.
Marketing campaigns featuring diverse and strong women continue to encourage
self-expression and individuality. The brand maintains its focus on high-quality,
luxurious products that are both innovative and on-trend.

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 c. Mission:

To empower individuals through high-quality, luxurious cosmetics that celebrate self-

expression and individuality.

d. Vision:

To be a leading force in the luxury beauty industry, recognized for innovative and bold
products that redefine beauty standards and encourage self-confidence.

e. Values :

 Boldness: Pushing boundaries and challenging conventions in the beauty world.

 Empowerment: Encouraging individuals to express their unique personalities
through makeup and skincare.
 Luxury: Using high-quality ingredients and meticulous design to create a luxurious
beauty experience.
 Innovation: Continuously developing new and exciting products that stay ahead of
trends.
 Self-Expression: Promoting individuality and embracing diversity in beauty.

f. Commitment:

YSL Beauty push the boundaries of imagination, but planetary boundaries are something
they believe should never be crossed. These thresholds protect the Earth’s capacity to
provide a healthy habitat for humans to continue thriving, so staying safely within these
boundaries is essential for all of our futures. That’s why brand committed to
transitioning our business operations to protect and preserve the world around us, using
planetary boundaries as the basis to define our sustainability targets for 2030.

A SNAPSHOT OF OUR VALUE CHAIN

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Our Change the Rules, Change the Future commitment encompasses all aspects of YSL
Beauty’s value chain, from the sourcing of natural ingredients, to product formulation, to
packaging design, In order to minimize the brand’s `environmental footprint on natural
resources and ecosystems.

g. Introduce the product categories of YSL beauty:

YSL Beauty products are renowned for their luxurious formulations and cutting-edge
ingredients. The brand leverages advanced science to create high-performance makeup and
skincare that delivers visible results. From long-wearing foundations to age-defying
serums, YSL Beauty caters to a discerning clientele seeking both indulgence and efficacy.

a) Make up:

 Flagship foundations like Touche Éclat, offering lightweight yet buildable

coverage.
 Bold lipsticks in a variety of textures and iconic shades like Rouge Pur Couture.
 Beloved mascaras like Mascara Volume Effet Faux Cils, for dramatic lashes.
 Eye shadow palettes with rich pigments and innovative formulas.

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 b) Skincare:

 Advanced serums targeting concerns like wrinkles and hyperpigmentation.

 Luxurious moisturizers for deep hydration and nourishment.
 Targeted treatments for specific skin types and needs.
 NU skincare product lines are environmentally friendly and have innovative
formulas.

c) Fragrance

 Iconic scents like Black Opium, a bold and sensual fragrance.

 Libre, a celebration of freedom and individuality.
 La Nuit de l'Homme, a sophisticated and masculine fragrance.

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 2. Brand element:

a. Name:

The full name of the cosmetics brand is actually Yves Saint Laurent Beauty. It's
often abbreviated as YSL Beauty for convenience. The name of the brand is taken
from the name of the founder of Yves Saint Laurent

b. Packaging:

 YSL Beauty utilizes sleek and luxurious packaging. From sleek black compacts to
gold-toned accents, the materials and design convey a premium feel.
 The packaging often incorporates the brand's signature logo and employs bold
colors, sometimes reflecting the specific product line.
 Recently YSL beauty launched the "NU Yves Saint Laurent" product line using
environmentally friendly packaging and containers certified by
FSC®CERTIFIED .They use eco-design tools to continually explore new ways to
innovate and improve, creating more recyclable, refillable, or reusable products
with lighter packaging to help us favor a circular economy and actively reduce our
footprin.
 In which:
o 30% OF NU BARE LOOK TINT TUBE IS MADE FROM RECYCLED
PLASTIC, 40% OF NU GLOW IN BALM TUBE IS MADE FROM
RECYCLED PLASTIC.
o 29% OF NU BLOTTING LOTION TUBE IS MADE FROM RECYCLED
PLASTIC
o 100% OF NU DEWY MIST TUBE IS MADE FROM RECYCLED
PLASTIC.
o 40% OF NU TONE CORRECTOR TUBE IS MADE FROM RECYCLED
PLASTIC.

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 c. Color:

 Black, gold, and red are prominent colors in YSL Beauty's branding.
 Black symbolizes luxury and sophistication.
 Gold adds a touch of opulence and glamour.
 Red, often associated with YSL's fashion line, injects a dose of boldness and energy.

d. Logo:

 1961: Cassandre logo

- YSL's first logo was designed by Adolphe Jean-Marie Mouron,

also known as Cassandr
- The logo uses the three initials "YSL" delicately interlocked,
expressing luxury and elegance.
- This logo is still used today, symbolizing the brand's heritage
and identity.

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  1971: Saint Laurent Rive Gauche logo
This logo was designed by Pierre Bergé, Yves Saint
Laurent's life partner and long-time collaborator.
- The logo uses a slender serif font with the full
name "Yves Saint Laurent" and the text "Rive
Gauche" below.
- This logo represents the brand's shift towards
high-end ready-to-wear fashion.

 2012: Saint Laurent Paris logo

This logo was designed by Hedi Slimane, the new

creative director of YSL at that time.

- The logo uses a modern sans-serif font with the

name "Saint Laurent" and the text "Paris" below.
- This logo represents the youthfulness and
modernity of the brand under kepemimpinan
Slimane.

e. Slogan:

Yves Saint Laurent Beauty doesn't currently have a single, overarching slogan like "Just
Do It" for Nike. However, YSL Beauty is known for its association with a particular quote
by Yves Saint Laurent himself:

"Fashions fade, style is eternal."

This quote embodies the brand's core values of timeless elegance, individuality, and
empowerment.

YSL Beauty champions the concept of freedom with its powerful slogan,
"Libre." This message goes beyond makeup; it's a call to break free from
limitations and embrace individuality. YSL Beauty doesn't dictate beauty
standards. Instead, they celebrate the unique beauty within each person and
encourage everyone to express their personality with confidence.

3. SWOT:

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 Strongs Weakeness

 Brand Heritage and Recognition:  Higher Price Point: Compared to some

YSL Beauty leverages the prestigious competitors, YSL Beauty products can be
legacy of the Yves Saint Laurent more expensive, potentially limiting
fashion house, instantly conveying accessibility for some consumers.
luxury and sophistication.  Reliance on Department Stores: While
 High-Quality Products: YSL Beauty YSL Beauty has expanded its online
is known for its luxurious ingredients, presence, a significant portion of sales
innovative formulas, and high- might still come from department stores,
performing products across makeup, which are facing challenges.
skincare, and fragrance.  Limited Focus on Sustainability: While
 Bold and Empowering Image: The there are efforts like the Nu line, YSL
brand aligns with a strong message of Beauty could potentially do more to
self-expression and breaking beauty promote sustainable practices across its
standards, resonating with a modern product range.
audience.
 Diverse Marketing and Celebrity
Partnerships: YSL Beauty utilizes
diverse models and celebrities in
campaigns, promoting inclusivity and
broader appeal.
 Strong Social Media Presence: YSL
Beauty actively engages with customers
on social media platforms, building
brand loyalty and community.

Opotunities Threats

 Expanding into Emerging  Competition: The beauty industry is highly

Markets: YSL Beauty has room to competitive, with established players and
grow in emerging markets with a rising rising indie brands vying for market share.
middle class and increasing demand for  Counterfeiting: Luxury brands like YSL
luxury beauty products. Beauty are vulnerable to counterfeiting,
 Digital Innovation: Further impacting brand reputation and sales.
development of e-commerce platforms  Shifting Consumer Preferences: Evolving
and personalized online experiences can beauty trends and changing consumer
attract new customers and enhance preferences toward natural or minimalist
brand loyalty. makeup require constant innovation to stay
 Sustainable Packaging and relevant.
Practices: Focusing on eco-friendly  Economic Downturn: Economic
packaging and promoting sustainable instability can impact consumer spending on

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 practices aligns with growing consumer luxury goods, potentially affecting YSL
preferences and can enhance brand Beauty's sales.
image.
 Collaborations and Limited
Editions: Partnerships with influencers
or artists for limited-edition products
can generate excitement and attract new
customer segments.

4. STP:

a. Segmentation:

- Demongraphic:
Gen X and Gen Z are between the ages of 25-50 years old and focus on
individuals with a higher disposable income. While makeup is
traditionally aimed at women, YSL Beauty could also target a growing
segment interested in men's grooming products.
- Psychographics:
YSL Beauty resonates with consumers who appreciate eco-friendly
practices, evident in initiatives like the Nu line. This aligns perfectly with
their love for the brand's message of freedom, individuality, and
empowerment. YSL Beauty empowers them to express themselves
authentically while making a positive impact on the planet.
- Behavioral:
The allure of luxury stores and online boutiques can be undeniable, but
membership limitations can restrict the service experience. Natural
ingredients are a major draw for customers seeking anti-aging and skincare
solutions. Loyalty programs, like YSL's Beauty Club, further incentivize
repeat purchases by keeping members informed about brand initiatives and
promoting product sustainability.

b. Targeting:

 Luxury Experience: Their core audience leans towards those who appreciate
luxury and are willing to pay a premium for high-end products and a prestigious
brand image. They cater to this through upscale packaging, brand collaborations,
and a focus on in-store experiences (when applicable).
 Gen Z Focus: Recognizing the growing influence of Gen Z, YSL Beauty has
launched the Nu collection. This line is specifically priced for affordability, uses

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 sustainable practices, and emphasizes natural ingredients – all resonating with Gen
Z values. They might also leverage social media influencers popular with this
demographic for promotion.
 Digital Savvy: YSL Beauty understands the importance of online presence. They
utilize platforms like Pinterest to target beauty shoppers and have loyalty programs
like YSL Beauty Club to keep customers engaged with brand campaigns and
encourage repeat purchases.
 Inclusivity: The brand is increasingly moving towards inclusivity, particularly with
the Nu collection, which avoids stereotypes and caters to a wider range of
consumers.

c. Positioning:

YSL Beauty is a high-end cosmetics brand with many quality products and a strong
brand. However, in the cosmetics industry, there are many strong competitors

Competitor

Luxury  Chanel Beauty: Another iconic French fashion house offering

brand high-end makeup, skincare, and fragrances. They compete with
YSL Beauty in terms of prestige, quality, and heritage.
 Dior Beauty: Another major luxury brand from France, known
for its innovative makeup formulas and luxurious skincare
products. They rival YSL Beauty in offering a complete range
of high-end beauty products.
 Armani Beauty: An Italian luxury brand known for its
sophisticated makeup collections and long-wearing foundations.
They compete with YSL Beauty in targeting a similar customer
seeking a flawless and polished look.
 La Mer: A high-end skincare brand known for its science-
backed formulas and luxurious textures. They compete with
YSL Beauty's premium skincare offerings, targeting customers
seeking anti-aging and advanced skincare solutions.

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 Mid-  NARS Cosmetics: A brand known for its high-pigment makeup
Luxury products and innovative formulas. They compete with YSL
brand Beauty in offering a diverse range of makeup products with a
focus on self-expression.
 Estée Lauder: A well-established brand offering a wide range
of makeup and skincare products for all skin types and concerns.
They compete with YSL Beauty's broader product range but
with a slightly less luxurious image.
Popular  Maybelline is a popular drugstore makeup brand that offers a
brand wide range of products at affordable prices.
 L’OreaL: offers a massive range of beauty products across
makeup, skincare, hair care, and even fragrance.

Many companies operate within the cosmetics, perfume, and skincare industries, each
presenting a unique set of competitors for YSL. Among the prominent contenders are
Chanel, Dior, Jean Paul Gaultier, Guerlain, Estée Lauder, Givenchy, and Lancôme, all
renowned for their luxury offerings. These brands directly vie with YSL in the high-end
beauty market, offering similar prestige and allure.

On the other hand, some competitors like Sephora, Urban Decay, L’Oreal, MAC, Make-
up forever, and Bourjois primarily specialize in cosmetics. While they may not exude the
same luxury appeal as YSL, these brands excel in providing quality makeup products,
catering to a broader consumer base in the mass market segment. Their expertise lies in

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delivering accessible beauty solutions, albeit with a distinct positioning that differs from
YSL's aspirational allure.

YSL Beauty isn't just any brand; it operates under the L'Oréal cosmetics group, the world
leader in the industry. This powerhouse partnership provides a strong foundation for YSL
Beauty's success. Complementing this is YSL's long and celebrated history, renowned for
consistently delivering top-quality products. This combination has earned YSL Beauty a
loyal following and a prominent position among discerning customers.

5. Unique selling point ( USP )

The unique selling point of YSL beauty is “ ICONIC PRODUCT”

YSL beauty not only focuses on products for women or men but also has UNISEX
product lines. Each product has uniqueness that YSL puts into it.

- Indulge in scents extracted from nature, each a fragrant expression of YSL's boundless
creativity. Their perfume lines celebrate freshness and freedom, inviting you to embrace
your individuality

- YSL beauty prioritizes the environment with its skincare line. They utilize eco-friendly
ingredients, demonstrating a commitment to sustainable development for a future of
beauty.

- The makeup product line always embrace your unique beauty with YSL's innovative
makeup. They believe each person possesses their own color, and their products empower
you to express yourself with limitless possibilities.

6. Brand image:

With its own unique branding, YSL beauty always has images associated with its
products. When customers see the YSL logo on lipstick or perfume lines, they will
immediately recognize that it is from YSL beauty. The brand is synonymous with luxury,
elegance, and high quality. This is reflected in their use of premium packaging, high-
performance formulas, and celebrity endorsements. YSL Beauty has a heritage of
pushing boundaries and embracing the avant-garde. This translates into innovative
products, daring marketing campaigns, and a focus on empowering self-expression. YSL
Beauty draws inspiration from the worlds of art and fashion. Their marketing campaigns
often feature artistic visuals and celebrate the transformative power of makeup. The
brand is increasingly embracing diversity in its marketing materials and product
offerings, catering to a wider range of beauty ideals. The sleek black, white, and
burgundy color palette, along with the bold "YSL" logo, projects a sense of luxury and
sophistication.

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YSL Beauty is known for innovative textures, bold colors, and high-performance
formulations, reflecting their commitment to creativity and pushing boundaries. By
consistently presenting this multi-faceted brand image, YSL Beauty resonates with a
target audience who appreciates luxury, creativity, and the freedom to express themselves
through beauty.

 Brand awareness:

YSL Beauty has carved a niche for itself as a luxury brand that captivates customers with its
creative flair and unique allure. Renowned for its pioneering spirit and inclusive approach to
beauty, YSL Beauty consistently unveils innovative products and formulations that captivate
beauty aficionados, setting new industry standards.

Through strategic marketing initiatives spanning print, digital, and social media platforms, YSL
Beauty effectively reaches a diverse audience, fortifying its brand message across various
channels. Additionally, the brand's strategic collaborations with celebrities and influencers
further amplify its reach and enhance brand visibility, fostering a deeper connection with
consumers worldwide

7. Brand equity:

a. Iconic and popular products:

Some outstanding and typical product lines of YSL beauty include:
 Rouge Pur Couture The Slim Velvet Radical: This lipstick is praised for its bold,
highly-pigmented color payoff and its innovative square-shaped bullet for precise
application. The velvet finish offers a comfortable feel.
 Black Opium: This popular fragrance is a bold and mysterious scent with notes of
coffee, vanilla, and white florals. It's known for its long-lasting wear and unique
character.
 Libre Eau de Parfum: This fragrance embodies a sense of freedom and
empowerment. It features floral notes balanced with musk and amber for a
sophisticated and modern scent.

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 Distintive products

YSL Beauty offers a variety of high-performance and luxurious makeup, skincare, and
fragrance products. Here are some that stand out for their unique features:

Makeup:

 YSL Touche Éclat: This iconic illuminator pen is a bestseller, known for its ability
to brighten, conceal, and add a radiant glow to the skin.
 YSL Rouge Pur Couture Lipsticks: These luxurious lipsticks come in a vast array
of bold and classic colors with a variety of finishes (matte, satin, etc.) They are
known for their rich pigmentation, long-lasting wear, and comfortable feel.
 YSL Lash Clash Mascara: This mascara offers dramatic volume and definition to
lashes with its innovative oversized brush and clump-free formula.

Skincare:

 YSL Pure Shots: This range of targeted serums addresses specific skincare
concerns like dullness, wrinkles, and dehydration. Each shot uses a concentrated
formula with high-quality ingredients for visible results.
 YSL Or Rouge: This luxurious anti-aging skincare line features products
formulated with ingredients like saffron and gold to combat visible signs of aging
and promote a youthful appearance.
 YSL Top Secrets: This line offers makeup primers and setting sprays that prep,
perfect, and extend the wear of your makeup throughout the day.

Fragrance:

 YSL Black Opium: This popular and bold fragrance features notes of coffee, white
florals, and vanilla for a sensual and mysterious scent.
 YSL Libre: This empowering fragrance embodies freedom and confidence with a
blend of floral and citrus notes, anchored by warm amber and musk.
 YSL La Nuit de l'Homme: This masculine fragrance offers a sophisticated and
alluring scent with notes of cardamom, leather, and vanilla.

YSL Beauty is known for pushing boundaries with innovative formulas and
technologies that deliver high-performance results. From the packaging to the
application experience, YSL Beauty products offer a touch of luxury that elevates
your beauty routine. The brand draws inspiration from Parisian fashion, often
resulting in bold colors, textures, and fragrances that empower self-expression. YSL
Beauty uses high-quality ingredients in their products, ensuring both efficacy and a
luxurious feel.

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Overall, YSL Beauty's distinctive products cater to those seeking high-performance,
luxurious beauty essentials with a touch of Parisian flair and the freedom to express
themselves boldly.

b. Quality products

YSL beauty committed to providing quality

and safe cosmetic products to all our
consumers, and beauty professionals. To
ensure our products are perfectly safe, they
go through an in-depth 4-step evaluation
process that begins at the earliest stages of
product conception and continues once the
products have been released to market:
1. In-depth knowledge of raw materials that
compose our cosmetic products
2. Assessment of the use of raw materials in
our products
3. Confirmation of product tolerance via a
wide range of tests
4. Continuous monitoring of our cosmetic
products after their release to market

YSL beauty products are committed to having clear origins and sources. Before
starting production, the brand will carefully research the raw ingredients used to
ensure safety for consumers' health. Above all, all research is conducted and
tested at scientific research centers. After completing the product, it will be
tested to look for unwanted effects on consumers such as allergies, improper use,
etc. In addition to the above processes after the product is launched into the
market and commercialized. , the brand will have a team to strictly monitor the
quality and security of the product.

Because of the professionalism of the production process and quality assurance,

YSL beauty products are always the optimal choice for those who prefer high-
end cosmetics.

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 c. After-sale/Brand values

Overall, YSL Beauty leverages after-sales practices to reinforce its brand value
by prioritizing customer satisfaction and building trust through quality products
and exceptional service.

 Warranty/Guarantees: While specific details might require checking their official

website, many luxury brands offer warranties or guarantees on their products. This
can assure customers of the product's quality and provide recourse if there are any
issues.
 Returns/Exchanges: Similar to warranties, YSL Beauty likely offers return and
exchange policies that cater to customer satisfaction. This fosters trust and builds
positive after-sales experiences.
 Customer Service: Luxury brands like YSL Beauty are known for providing
excellent customer service. This might involve offering consultations, personalized
recommendations, or addressing after-sales concerns promptly and professionally.
 Brand Reputation: The brand's association with luxury and quality translates into
after-sales value. Customers expect exceptional performance and service from a
high-end brand like YSL Beauty.

Below is the brand's extremely clear and professional product return and customer
care roadmap.

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Shipping:

 Free ground shipping on orders over $100 (US only)

 Standard ground shipping takes 3-5 business days, with additional processing time.
 Expedited shipping options available for an extra fee (Next Day & Second Day).
 Some products can only be shipped via ground shipping.
 No international shipping at this time.

Returns:

 You can return most items purchased online within 60 days of purchase.
 You are responsible for return shipping fees.
 Initiate your return online before sending the package.
 Returns are processed within 1-2 business days of receipt.
 Refund will be issued to the original payment method within 3-5 business days.
 Some exceptions apply (final sale items, engraved items, etc.).
 Products purchased online cannot be returned in stores.

Customer Service:

 Phone: 1.866.725.6791
 Email: Customer Service

Additional Notes:

 Orders are processed Monday through Friday.

 You can track your order using the tracking number provided in your confirmation
email.
 YSL Beauty offers a 100% satisfaction guarantee for online purchases.

d. Brand loyalty:

YSL Beauty implements several strategies to cultivate brand loyalty

Loyalty Programs:

YSL Beauty Club: This tiered loyalty program rewards customers for their purchases with
points redeemable for exclusive benefits like discounts, early access to new products, and
personalized experiences

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Brand experiences:

The association with luxury creates a sense of exclusivity and desirability, fostering brand
attachment .Distinctive products like Le Cushion Encre de Peau or Black Opium fragrance
become favorites customers keep coming back for.Customers who experience the quality
are more likely to stay loyal to the brand
.
Customer Engagement:

Collaborations with celebrities like Zoë Kravitz or Kaia Gerber generate buzz and connect
with a wider audience.Engaging content and interaction with followers builds a community
and strengthens brand loyalty.YSL Beauty is exploring innovative loyalty programs using
NFTs (non-fungible tokens) to potentially create a more engaging and personalized

YSL has implemented smart and effective marketing campaigns to maintain and enhance
brand loyalty:

YSL Beauty boasts a robust omnichannel presence, spanning platforms like TikTok,
YouTube, Instagram, Facebook, and their website. This extensive reach, coupled with a
dedicated following, ensures swift and widespread access to product information.

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 7. STRATEGIC BRAND MANAGEMENT PROCESS

a. STEP 1: Identifying and shaping brand plans

Leveraging Powerful Brand Elements for YSL Beauty

In designing a successful brand marketing program, YSL Beauty can leverage several key
elements to create awareness and enhance brand value. Here's a breakdown of some key
considerations:

1. Capitalizing on Brand Equity:

 YSL (Yves Saint Laurent): This iconic name embodies luxury, creativity, and
exceptional quality. It carries significant brand equity built over decades. YSL
Beauty should continue utilizing this name to establish brand identity and forge
strong customer connections.

2. Maintaining Brand Recognition:

 YSL Logo: The interlaced "YSL" symbol is instantly recognizable and a powerful
communication tool. Its clean and distinct design makes it highly memorable. YSL
Beauty should continue using this logo across all marketing materials and
communication channels to ensure consistent brand recognition.

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3. Evolving Color Palette:

 Color Psychology: Colors play a crucial role in brand perception. YSL Beauty
currently utilizes black and gold, symbolizing luxury, sophistication, and
prominence. Consider exploring additional colors that complement this palette and
evoke the brand's core values of empowerment and bold expression. This strategic
use of color will further strengthen customer connection with the YSL Beauty brand.

 Target Audience:

Millennials & Gen Z who value self-expression, empowerment, and social media
influence.

 Points of Difference:

YSL Beauty positions itself beyond just luxury, emphasizing self-expression and
empowerment through makeup.They showcase diverse models and beauty ideals in
marketing campaigns, fostering a sense of belonging.YSL Beauty explores ways to
integrate sustainable practices into packaging or partnerships, aligning with the
target audience's environmental concerns.They leverage social media platforms like
TikTok and Instagram to connect with their audience and create engaging content.

 Points of Parity:

YSL Beauty maintains high-quality ingredients and formulas in their products.They

are available in luxury department stores alongside other established luxury brands.
Stay on top of makeup trends and formulate their products with innovative
ingredients.

Core Brand Associations:

YSL Beauty embodies the epitome of Parisian elegance and avant-garde creativity, rooted
in its rich French heritage. The brand's iconic YSL logo and packaging exude prestige and
recognition, while celebrity endorsements further enhance its aspirational appeal. Offering
a luxurious sensory experience, YSL Beauty products are synonymous with indulgence
and style, drawing inspiration from fashion trends and designer collections. Beyond
aesthetics, YSL Beauty champions empowerment and self-expression, celebrating
diversity and individuality in beauty. These core brand associations position YSL Beauty
as a leader in luxury beauty, symbolizing sophistication, creativity, and empowerment for
consumers worldwide.

 Brand mantra:

“Empower Your Bold Beauty”

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 This mantra emphasizes self-expression and individuality, aligning with the desires
of millennials and Gen Z. It also incorporates the idea of boldness, which is core to
the YSL Beauty brand. It emphasizes self-expression and individuality, perfectly
resonating with the desires of millennials and Gen Z, who value authenticity and
breaking free from traditional beauty standards.The inclusion of "bold" directly
reflects YSL Beauty's core value of encouraging audaciousness and pushing
boundaries in beauty.The use of "empower" positions YSL Beauty as a tool for self-
confidence and owning one's unique beauty.: It's clear, concise, and easy to
remember, making it a strong contender for a brand mantra.This mantra aligns well
with existing messaging YSL Beauty already uses, such as "Dare to be Different"
and "Express Yourself."Versatility: "Empower Your Bold Beauty" can be easily
adapted to different product lines and marketing campaigns.

b. STEP 2: Designing and implementing Brand Marketing Program

To tap into the Vietnamese market, YSL Beauty has established a presence in Hanoi
and Ho Chi Minh City, the country's two largest metropolitan areas. This strategic
decision allows them to reach a sizeable customer base with a strong interest in
luxury beauty products.

However, Vietnamese consumers prioritize high-quality products with a focus on

value. While some may be drawn to exclusive or limited-edition offerings, a broader
emphasis on core lines and competitive pricing will likely resonate better with the
market.

YSL beauty genuine shopping channels in Vietnam:

TTTM Takashimaya 92-94 Nam Kỳ Khởi Nghĩa, Q1, TPHCM, SĐT: 028 3915660
TTTM Lotte 54 Liễu Giai, Ba Đình, Hà Nội, SĐT: 024 32247366
TTTM Crescent Mall 101 Tôn Dật Tiên, Q7, TP.HCM, SĐT: 028 54141532
TTTM Lotte West Lake, 272 đường Võ Chí Công, Tây Hồ, Hà Nội, SĐT: 024 32018154

To captivate and engage customers in Vietnam, YSL Beauty stores will host a series of
interactive programs. These programs will provide customers with more than just a

Kiều Trang - 225991427 33

shopping experience; they'll offer opportunites to participate, receive exclusive benefits,
and discover the transformative power of YSL Beauty products firsthand.

Utilizing a blend of renowned celebrities, Key Opinion Leaders (KOLs), and influential
Key Opinion Consumers (KOCs) across social media platforms, YSL Beauty effectively
disseminates product information to its customer base. This amalgamation aids in crafting
a distinctive and innovative brand image, resonating particularly with art and aesthetics
enthusiasts. YSL actively engages with customers on platforms such as Instagram,
Facebook, and YouTube, sharing visually appealing content related to the brand, new
collections, and events. Through these efforts, YSL cultivates an online fan community,
fostering heightened customer interaction and engagement. Additionally, YSL employs
various digital advertising strategies, encompassing online ads, email marketing, and
mobile marketing, to connect with and captivate its audience. Leveraging digital marketing
techniques enables YSL to offer personalized experiences, disseminate product
information, extend promotions, and extend invitations to exclusive events.

d. STEP 3: Measuring and Interpreting Brand Performance

Brand Audits:

YSL has the capability to conduct brand audits aimed at evaluating the health
and performance of its brand. These audits entail examining elements like
brand identity, value, consistency, and the perception of the brand among
consumers. Through regular brand audits, YSL can assess the efficacy of its
marketing efforts and partnerships, enabling the identification of areas for
refinement and enhancement.

Brand tracking studies:

YSL has the capacity to undertake brand tracking studies to monitor shifts in
brand dynamics and performance over time. These studies encompass
metrics such as brand recognition, awareness, image, customer engagement,
and loyalty. By consistently gathering data from customers and analyzing the

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 findings, YSL can gauge the impact of marketing initiatives and external
factors influencing the brand.

Brand equity management system:

YSL has the opportunity to establish a comprehensive Brand Value

Management System, designed to assess and oversee brand value based on
critical factors. This system could involve setting benchmarks and objectives
related to brand recognition, value propositions, customer engagement, and
competitive positioning. By implementing this system, YSL can measure and
monitor the outcomes of its initiatives, effectively managing brand value
over time.

Brand tracking studies:

YSL has the capability to conduct Signal Tracking Studies aimed at

monitoring shifts in brand signals and performance trends. These studies may
encompass metrics such as brand recognition, awareness, image, customer
engagement, and loyalty. Through consistent data collection from customers
and analysis of the results, YSL can assess the impact of its go-to-market
strategies and external factors influencing commercial success.

Brand equity management system:

YSL has the opportunity to establish a robust Brand Equity Management

System to assess and oversee brand equity based on key factors. This system
could involve defining metrics and objectives related to brand awareness,
equity, customer engagement, and competitive distinctiveness. By
implementing this system, YSL can measure and monitor the impact of its
marketing initiatives and brand value management efforts effectively.

e. STEP 4. Growing and Sustaining Brand Equity

Establishing and Upholding Brand Identity:

YSL must prioritize the establishment and continual maintenance of a robust brand
identity. This entails ensuring consistent and prominent utilization of YSL's logo, brand
name, and distinctive visual elements across all products, services, and customer
interactions.

Fostering and Sustaining Brand Value:

YSL should strive to cultivate and sustain significant brand value within the consumer
psyche. This can be accomplished through the delivery of high-quality products and

Kiều Trang - 225991427 35

services, guaranteeing memorable customer experiences, and showcasing the brand's
creativity and distinctiveness throughout all facets of its operations.

Continue to invest in marketing and brand promotion: YSL needs to maintain continuous
marketing and brand promotion activities to create awareness and enhance brand value.
Using appropriate communication channels, event participation and creative marketing
campaigns will help YSL maintain effective outreach and create positive interactions with
customers.

Building relationships and interacting with customers: YSL needs to build and maintain
strong relationships with customers. This includes listening to customer opinions and
feedback, creating opportunities for interaction and communication, and providing good
customer service. Trustworthy and positive relationships with customers will help
strengthen brand value and customer loyalty.

Monitor and measure brand effectiveness: YSL needs to regularly monitor and measure
brand effectiveness to evaluate the health and progress of the brand. Using measurement
methods such as market research, customer surveys, and brand index tracking will help
YSL better understand the impact of marketing activities and brand value management.

Managing Brand Equity across Geographic, Cultural, and Market Segment Borders

1. Effectively managing brand equity across diverse geographic, cultural, and

market segment boundaries is imperative for YSL's sustained growth and
success. Below are strategies through which YSL can navigate these factors
2. Thorough Market Research and Understanding: YSL must conduct
comprehensive research to deeply understand the nuances of each new
market and culture they aim to penetrate. This involves gaining insights into
the preferences, lifestyles, values, and interests of local consumers. Armed
with this knowledge, YSL can tailor its brand strategy to resonate with the
specific needs and desires of each locale.
3. Establishing Connections with Consumers and Communities: Building
robust brand equity entails forging meaningful connections with consumers
and local communities. YSL can achieve this by sponsoring events, engaging
in philanthropic endeavors, and implementing customer engagement
initiatives. By fostering positive relationships and demonstrating genuine
concern for local communities, YSL can cultivate trust and loyalty among its
customer base.
4. Incorporating Local Culture into Brand Strategy: YSL has the opportunity to
weave local cultural elements into its brand strategy, spanning from product
design to marketing endeavors. By honoring and integrating the distinctive
cultural traits of each region, YSL can forge strong connections and foster
intimate relationships with customers.

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 5. Ensuring Quality and Consistency: Irrespective of market and cultural
nuances, YSL must uphold unwavering product quality and deliver a
consistent shopping experience. Maintaining a globally recognized standard
of excellence enhances brand trust and solidifies its reputation across diverse
regions.
6. Crafting a Flexible Brand Message: YSL recognizes the importance of
crafting a adaptable brand message capable of resonating with diverse
markets and customer segments. However, this message must remain faithful
to the brand's identity and fundamental values, ensuring continuity and
authenticity across all touchpoints.
7. Forging Local Partnerships and Collaborations: YSL has the opportunity to
form alliances with local partners, including retailers, distributors, or
indigenous manufacturers. This collaboration ensures streamlined access to
local markets while leveraging partners' expertise and networks to enhance
the promotion and distribution of YSL products.
8. Assessing and Monitoring Effectiveness: It is crucial for YSL to continually
evaluate and track the effectiveness of brand value management initiatives
across diverse geographic, cultural, and market segment boundaries. This
proactive approach enables YSL to identify both the strengths and
weaknesses of its current strategies, facilitating adjustments and
improvements necessary for achieving global success in brand value
management.
9. . RISK MANAGEMENT:

a. Competition and Counterfeiting:

Risk: The beauty industry is highly competitive, with new brands and innovative
products emerging constantly. Additionally, counterfeiting poses a threat to brand
reputation and revenue.

 YSL beauty should continue to develop cutting-edge products and formulations to

maintain a competitive edge. Implement robust anti-counterfeiting measures,
including secure packaging and online monitoring and Focus on creating a unique
and luxurious customer experience that sets YSL Beauty apart from competitors.

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 b. Market Fluctuations and Economic Downturns:

Risk: The economic base of the world is in decline and consumer demand is on a
downward slope, especially for luxury goods.

 Consider offering a wider range of products at different price points to cater to a

broader audience during economic hardships.Emphasize the long-lasting quality
and transformative power of YSL Beauty products to justify their premium
pricing.Reward loyal customers with exclusive discounts and promotions to
incentivize continued purchases.

c. Social Media Scrutiny and Influencer Marketing Risks:

Risk: Social media can be a double-edged sword. Negative reviews or

influencer misconduct can damage brand reputation.

 Actively monitor online conversations and address negative feedback promptly.

Partner with influencers who align with YSL Beauty's brand values and have a
history of ethical practices. Establish clear guidelines for influencer collaborations,
outlining expectations and content creation parameters.

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 V. CONCLUSION
In this essay on YSL Beauty and brand management, we will examine the brand's success
in applying brand management strategies to create a strong and unique brand.

One of the key aspects of YSL Beauty's success is its integration of local cultural
elements into its brand strategy. By doing so, they have created a welcoming and
authentic environment for customers, fostering a deep connection with the local
community. YSL Beauty goes beyond being a cosmetics brand to become a cultural and
artistic icon, promoting diversity and creativity.

YSL Beauty has successfully built a system of strong brand elements, including its logo,
colors, typography, and signature design elements. The YSL Beauty logo, featuring the
initials "YSL," is a symbol of luxury and prestige. The brand's primary colors of
burgundy, white, and black create a bold and sophisticated feel. The bold and italicized
typography also plays a key role in creating brand recognition and making a strong
impression.

YSL Beauty has also been successful in creating strong brand awareness in the minds of
consumers. Through creative and effective marketing strategies, YSL Beauty has
generated widespread awareness of their brand. From sophisticated advertising
campaigns on traditional media to a strong presence on social media platforms, YSL
Beauty has created a vast network of fans and consumers worldwide.

However, maintaining and growing brand awareness is an ongoing challenge for YSL
Beauty. In a highly competitive market, staying top-of-mind and memorable for
consumers requires continuous creativity and innovation. YSL Beauty must continue to
invest in creative marketing and advertising strategies while crafting unique and
memorable customer experiences to maintain and grow brand awareness. Only through
continuous adaptation and refinement can YSL Beauty ensure that they remain relevant
to consumers and continue to thrive in the future.

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 VI. REFERENCE SOURCE
https://www.yslbeauty.com/on/demandware.static/-/Sites-NGYSL-ILM-
Library/default/dwa9d7805b/pdf/YSL-SUSTAINABILITY-PROGRESS-REPORT-2022-
AUDIT.pdf

https://issuu.com/isacusickknight/docs/ysl_brand_report

https://brandirectory.com/brands/ysl-beauty/

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https://www.glossy.co/beauty/how-ysl-beauty-plans-to-conquer-the-luxury-makeup-market/

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