Taxis and YSL are Gen-eaZy

Two superstars in one photo.

The who, what, and where

It’s not hard to grab attention when global pop superstar Dua Lipa launches her latest lipstick with YSL beauty. Of course, using 20 YSL beauty-branded livery taxis helps too. 20 Ubiquitous taxis rolled through London for four weeks with Dua Lipa’s face proudly emblazoned on the side as it dropped off influencers at key locations for YSL beauty events.

Why did taxis work?

A statement from the brand highlighted their focus on reinventing themselves for the Gen Z shopper. We know from previous research that Gen Z shoppers are seeking personalised and authentic experiences. Taxis are a tangible format that has impressive reach among Gen Z (18-34-year-olds) because it exists in the same world that Gen Z shoppers live, work, and play.

Further, taxis proved that they’re both functional and impactful. Functional, because they can pick up and drop off influencers. Impactful, because attention-grabbing creative and influencers in the backseat prompt shareable social media moments.

YSL Beauty aimed to reinvent themselves in front of the ‘new’ decision-makers – Gen Zs. Taxis assisted this as an authentic, tangible supporter of their branded events.