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Yves Saint Laurent Beauty

Highlighting French luxury for Germany


  • Luxury & lifestyle


  • Positioning
  • Market and brand equity insights
  • Messaging and claims
  • Brand identity systems (CI/VI)
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The situation

Yves Saint Laurent Beauty is an international icon for make-up, fragrances and skin care in the luxury segment.

In order to become even more successful in the German market, the brand must continue to develop. Positioning and brand identity must take into account the distinctiveness of the German understanding of luxury. Communication should link existing and new target groups.

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Our strategy

We sharpen the profile of the brand and adapt its global positioning for the German market.

In a Power of One collaboration with iBeauty, we lay the foundation for further development of the brand communication. Our work includes the brand model, with purpose, positioning statement and tonality, as well as the brand story and target group personas.

Our process

The goal is a blink of an eye away: collaborative and compact in its process and strategically-sound for a future-proof result.

Initially, focus groups were used to gain a deep understanding of the target groups. Together with the client’s team, basic avenues for improving the positioning were developed in a collaborative session, and then they were finalised.

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Our solution

Unique positioning for the most expressive luxury brand in Germany. The new guidance is equally effective at reaching existing and new target groups.

On this basis, all future communication activities can be optimally orchestrated. The first country-specific adaptation of the global positioning of Yves Saint Laurent Beauty is the springboard for renewed success in Germany.

Need more details?

Contact MetaDesign Düsseldorf +49 30 59 00 54 0