FRANCE. Yves Saint Laurent (YSL) Beauté has unveiled its new masculine fragrance, called L’Homme Libre. It will be available in travel retail in Europe, the Middle East, Africa and Asia Pacific from October.
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YSL’s new masculine fragrance, L’Homme Libre, will be available in travel retail from October |
As its name suggests, the fragrance concept centres around freedom. It aims to appeal to men who are free to express their passion and energy; free to follow the rhythm of life; and free to take responsibility for their choices, according to the brand.
YSL announced in May that dancer/choreographer Benjamin Millepied would be the face of its new men’s fragrance. Millepied is a Principal with the New York City Ballet; an actor; and choreographed the recent Oscar-winning film Black Swan.
The L’Homme Libre juice was composed by Olivier Polge and Carlos Benaïm. It opens on notes of bergamot, violet leaves, basil, star anise, nutmeg and pink pepper. Other key ingredients include patchouli, vetiver, resin and leather.
The flacon is a reinterpretation of the original L’Homme and La Nuit de l’Homme bottles, capped with the signature hexagonal cap. The colour scheme is silver and blue.
The TV commercial was filmed by director, writer and producer Alejandro González Iñárritu; the print campaign was shot by photographer Patrick Demarchelier.
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