In the last three years, it virtually disappeared from most Asia Pacific markets, but YSL Beaute - creator of the iconic Touche Eclat click-pen complexion enhancer - is finally making a comeback. And the redux promises to be bigger and better.
For starters, Singapore will see the opening of South-east Asia's first flagship standalone YSL Beaute boutique in Ion Orchard come mid-August. There is also a tantalising line-up of new products.
Since fashion designer, Yves Saint Laurent, first stepped into the world of make-up in 1978 with signature gold cases and intense colours, its beauty business has grown to encompass a comprehensive collection of fragrance, cosmetic and skincare lines. In 2008, YSL Beaute was sold by luxury conglomerate PPR Group to cosmetics and beauty company, L'Oreal.
With the change of ownership came an interim period where YSL Beaute withdrew distribution of its cosmetics and skincare products from many Asian markets, leaving them available only in the travel retail sector.
As part of its Asian comeback, it recently become available in countries like Hong Kong and Taiwan.
"YSL's make-up is always evolving, always about colour, light and texture," says Evelyn Chiang, YSL Beaute's brand manager, who promises "many more things happening next year". "You really see the intensity. It is about how you illuminate and highlight features as opposed to covering flaws."
Its 355 sq ft flagship at Ion will be followed very closely by an outlet in a department store by year's end, which is also when it will relaunch its full lines of make-up and skincare. More locations are in the pipeline.
Fans of its bestselling Touche Eclat - one is sold every 10 seconds worldwide - who used to get their fix at airports can now expect a wider selection of shades to suit different skin tones.
Other new products to look forward to include Le Teint Touche Eclat, a foundation that incorporates the illuminating technology of the Touche Eclat; Vernis a Levres, a lip gloss-cum-lipstick and Pure Chromatics, a four-colour eye shadow palette that can be used dry or wet.
Le Teint Touche Eclat will be launched this September.