SWITZERLAND. JT International (JTI) has unveiled the new YSL cigarette collection. The launch of the new YSL cigarettes has started in China and will be extended to the rest of the world during the first half of 2004.
After the Gucci Group acquired the legendary Yves Saint Laurent brand in 1999, a new strategy was developed that builds upon the brand’s exclusive heritage. This new strategy aims to update the brand, making it relevant for today’s luxury consumer. The new Yves Saint Laurent cigarettes, both in product and in packaging, embody the essential qualities of the Prestige segment: those of elegance, sophistication, intelligence and refinement.
The new YSL cigarette pack achieves high standout on the shelves and signals confidence and style in the hands of those who choose it.
The carton features a glossy cardboard, smooth to the touch. The slick, fresh, contemporary new design focuses on quality and simplicity with shiny black and ivory color schemes.
The pack is an elegant yet sturdy, 100mm box. The unique textured cardboard features matt black and ivory colour schemes and has a tactile feel that is pleasing to the touch.
A subtle yet discerning new colour-coding differentiates Menthol and non-Menthol packs. Now silver stands for Menthol and gold stands for non-Menthol.
On the cigarette itself, an elegant hot-foil YSL stamp emphasises the high quality of the new YSL cigarette, while the product itself uses an exclusive premium quality American blend with superior performances, particularly in the areas of aroma clearness, smoke lightness, smoke volume and taste.
Finally, a new YSL cigarette brand campaign was developed that embodies the discrete elegance of the new cigarette collection. Based on the fresh, bold new image of the brand, the new YSL campaign is all about elegance, sophistication and quality.
The new campaign will be rolled out as local market regulations permit.
The introduction of new YSL Menthol and Menthol Lights has already happened in Asia, in particular in China domestic and duty free. The company said initial feedback from both the trade and consumers is highly positive.
