The year 2018 saw Yves Saint Laurent, a name synonymous with high fashion and bold statements, launch a captivating advertising campaign for their Rouge Pur Couture The Slim lipstick. Central to the campaign's success was its evocative soundtrack: "Modulations" by the American synthwave duo Boy Harsher. This seemingly understated yet powerfully atmospheric track perfectly complemented the campaign's visuals, creating a memorable and impactful piece of advertising that resonated with audiences and cemented its place in the annals of memorable brand soundtracks. This article delves deeper into the specifics of the 2018 YSL campaign, exploring the music, the models, and the overall impact of this carefully crafted advertisement.
The Soundtrack: Boy Harsher's "Modulations"
The choice of "Modulations" by Boy Harsher was a masterstroke. The song, characterized by its dark, pulsating synthwave sound, a blend of gothic and electronic influences, is far from the typical upbeat pop or catchy jingle often associated with beauty advertising. Instead, it injects a sense of mystery and sophistication, reflecting the brand's image of confident, edgy luxury. The track's repetitive yet evolving melody creates a hypnotic effect, subtly drawing the viewer into the world of YSL. The use of minimal vocals, often layered and processed, adds to the enigmatic atmosphere, aligning perfectly with the campaign's visual aesthetic.
The song's availability on major digital platforms like iTunes and Amazon further contributed to its success. The accessibility allowed interested viewers to easily purchase and add the track to their personal playlists, extending the campaign's reach beyond the confines of the initial advertisement. This strategy, of using readily available music, is a smart move, allowing for organic viral spread and increased brand association with the song itself. The choice of Boy Harsher, while perhaps unconventional for a luxury beauty brand, demonstrates YSL's willingness to push boundaries and embrace a more alternative and artistic approach to advertising.
The Visuals and the Models: A Symphony of Style
The 2018 YSL Rouge Pur Couture The Slim campaign wasn't solely reliant on its musical backdrop. The visuals were equally crucial in creating the overall impact. While precise details regarding all models used in various segments of the broader 2018 YSL campaign are difficult to definitively source, we can analyze the overall aesthetic and infer the brand's stylistic choices. The advertisements featured a diverse range of models, reflecting YSL's commitment to inclusivity and representing a broader spectrum of beauty. The campaign aimed to showcase the lipstick's versatility, highlighting how it could be worn by different individuals and still maintain its chic and modern appeal.
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