CANNES — After years of attending the duty free conference here, YSL Beauté returned once again with a new corporate persona — as a recently acquired component of industry leader L’Oréal.
Renaud de Lesquen, president of YSL Beauté, said he wants to preserve YSL’s powerful brands plus the company’s French couture heritage, entrepreneurship and innovation while fitting into the luxury products division of its new parent. Speaking of the late designer’s fashion legacy, de Lesquen said: “He gave freedom to women; he was full of surprises. To me, it is a brand of surprises. Daring is the founding cornerstone of the YSL brand.”
In terms of product news, de Lesquen hinted that, by the end of 2010, the company hoped to launch a new YSL skin care line. In addition, an organic fragrance is in the works for Stella McCartney.
“The word is determined. It is a new adventure. Everyone is conscious of the difficulties, but everyone is determined and very excited. We won’t let the gray environment pull us down,” said de Lesquen.