Yves Saint Laurent Beauty has unveiled its latest creation, the LOVESHINE Plumping Lip Oil Gloss, in a bold campaign that redefines sensuality and sparkle. With creative direction by Publicis Luxe and global pop icon Dua Lipa at its center, the campaign celebrates self-expression through glossy textures, radiant color, and unshakable confidence.
Dua Lipa, the brand’s global ambassador, brings a magnetic energy to the launch, embodying the essence of LOVESHINE: fearlessly vibrant, effortlessly glamorous, and unapologetically empowered. Her presence transforms the gloss from a simple beauty product into a statement of personality and self-celebration.
The campaign’s film, directed by Damien Krisl, immerses viewers in a kaleidoscopic world of color, bounce, and shine, where every frame pulses with movement and playful confidence. Complementing the film, photographer Pierre-Ange Carlotti delivers a series of intimate, high-impact visuals that capture the power of glossy femininity through a modern and artistic lens.
More than just a product, LOVESHINE is a celebration of the emotional power of makeup. Infused with plumping ingredients and finished with an ultra-glossy shine, the lip oil gloss is designed to amplify natural beauty while reflecting light and energy—inside and out.
This multi-platform launch spans film, print, retail activations, social media, and digital experiences, creating a 360° universe that resonates with a generation that views beauty not as conformity, but as a canvas for authenticity.
With LOVESHINE, YSL Beauty invites consumers to embrace boldness as a form of elegance—to glow with purpose, to speak through shimmer, and to own every shade of their identity.
As Dua Lipa declares through every smoldering look and swipe of gloss, shine is not just seen—it’s felt. And in the LOVESHINE universe, it’s here to stay.
