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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 ...