Yves Saint Laurent has unveiled a full new range in men’s fragrance: MYSLF. As the brand’s very first floral woody scent, this innovative fragrance paves the way for a new masculinity statement.
Designed as a true generational statement, MYSLF is opening a new representation of masculinity. “I’ve understood that the most important encounter in life was the encounter with myself” True to this famous quote from Yves Saint Laurent, MYSLF encourages its wearers to be their genuine selves, in all their contrasts and nuances.
MYSLF, the most striking and simple way of writing “Myself”, with Yves Saint Laurent’s brand initials at the heart for a unique signature.The bottle has been designed as a very couture silhouette: sleek, minimalist glass bottle, yet full of details in an elegant black monochrome, Yves Saint Laurent’s signature color. The edgy design, containing recycled glass, is also fully sustainable: bottles are 100% refillable in all formats, ensuring a reduced impact on natural resources while aligning with the commitments and expectations of a new generation of consumers. Opening with an intensely fresh bergamot accord, the scent then deep-dives into the complexity of orange blossom, before giving way to the subtly woody base notes of patchouli heart.
A compelling new face for an unapologetic fragrance
Yves Saint Laurent Beauty is proud to present its new fragrance ambassador: Austin Butler. Fully representing this modern, edgy masculinity, he is the perfect embodiment of MYSLF. Sensitive, authentic, confident, perceptive, unapologetic… He is one of the most acclaimed actors of his time, working with prestigious directors and sharing the values and vision of the brand.
An unprecedented campaign offering elevated retailtainment experiences
Launched on September 1st, 2023, MYSLF will have unprecedented visibility in all Europe and the Middle East airports with more than 400 animations. With its edgy and luxury design. MYSLF is inviting visitors to reflect themselves into a groundbreaking retailtainment innovation.
With a first pop-up in Amsterdam-Schiphol airport, an exceptional partnership has been forged with Kappe and the brand. An unprecedented retailtainment space is offering a journey of self-discovery through three different experiences: “Find yourself”, an innovative interactive game, where users have to find words that represent them the most. “Themselves behind” invites visitors to take a deep dive into the fragrance creation, guided by Austin Butler and the perfumers. Finally, the “Myself Lab” offers a personalized experience, where consumers can customize their bottles with an UV printer.
Along with a full blast media cover on all channels, MYSLF will overtake all TREMEAI airports, through main cities such as Paris, London, Istanbul, Dubai and so on, from September to the end of October. A fitting and explosive way to mark the debut of Yves Saint Laurent’s most trailblazing launch in years.
