L’Oréal has unveiled a new masculine Yves Saint Laurent fragrance, called Y, which pays homage to the brand’s founder.
The scent, a major launch for the brand, is available now in travel retail Europe, Middle East, Africa, India and the Americas and will be rolled out to travel retail Asia Pacific in December.
Y is described as a new expression of Yves Saint Laurent’s modern spirit and a representation of the new masculinity of YSL.
[image_magnify src=”https://www.moodiedavittreport.com/wp-content/uploads/2017/09/L7121000_NEW-Y-MAN-EDT-V60ML-600.jpg” src_big=”https://www.moodiedavittreport.com/wp-content/uploads/2017/09/L7121000_NEW-Y-MAN-EDT-V60ML-1200.jpg” alt=”” /]
Y was created by Dominique Ropion and is claimed to be the first white and dark fougère fragrance. It is inspired by the two staples of the masculine wardrobe for Y. At the top, the classic white t-shirt is represented by fresh notes of white aldehyde, bergamot and ginger followed by geranium absolute. According to YSL, the elegant power of a well-cut black jacket is expressed in soft notes of fir balsam, ambergris accord and incense.
Y’s bottle, created by Suzanne Dalton, was designed to represent a new masculinity. The glass is sliced through with a metal ‘Y’ and aims to reflect the strength of the fragrance within.
The scent is fronted by a ‘Y crew’, which comprises British rapper Loyle Carner, sculptor David Flinn and artificial intelligence researcher Alexandre Roblicquet. The Y crew aim to represent the creative, accomplished values of the Y juice.
A video and still image campaign have been created for Y. The still photography campaign was shot by Berlin-based photographer Matt Lambert and music video specialist Manu Cossu was behind the film element.
