YSL Beauty deletes all Instagram content in social media stunt

YSL Beauty has announced it is set for a social media reset, following a five-day blackout on its Instagram account.

The luxury beauty brand will be unveiling a new look with all-new content tomorrow (24 February).

As part of the stunt, YSL Beauty removed all of its existing Instagram content on 19 February and will not republish it.

Today, the brand posted a dramatic, flashing video announcing to its 11.3 million followers that YSL is about to go “over the edge”.

After 10 years on social media, YSL Beauty said the aim of its blackout stunt was to drive speculation around what the brand would do next. Following the reset, it aims to create native content in "disruptive ways" to connect with younger audiences.

The beauty brand has also launched a Threads account, where it plans to promote drops and beauty secrets allowing fans to get closer to the brand.

The new account has amassed more than 545,000 followers in less than 24 hours.

Jordan Radi, global director of consumer engagement for YSL Beauty, said: “This move signals YSL Beauty entering a new chapter. By refreshing social channels, we not only create excitement,but we enter into the modern world of social media by speaking to younger audiences in a captivating way. 

“It’s a whole new level of intimacy and proximity with our audience and it’s a promise we intend to keep.”

YSL Beauty's Facebook account remains unchanged.