Actor Austin Butler is the global ambassador of Yves Saint Laurent Beauty’s new men’s scent, MYSLF.
“We wanted to bring an offer to Gen Z,” explained Stephan Bezy, international general manager of Yves Saint Laurent Beauty at licensee L’Oréal. This will be a first for the brand. He added: “That generation has been exposed to a lot of tensions.”
The notion of self-ownership became the springboard for the new scent’s name, MYSLF, which also reflects Gen Z’s penchant for wordplay. Bezy said within the moniker, young men swiftly see “YSL” and some even “MY YSL.” There’s also the “m” for masculine and “f” for feminine. At the top there’s a fresh accord, including notes of bergamot heart from Calabria, Italy; vert de bergamot, and clary sage. The heart has an accord of orange blossom hand-picked in Tunisia, while the base is comprised of a wood accord with Ambrofix, a wholly natural biotech material, and an Indonesian patchouli heart note.
MYSLF should bring YSL Beauty from strength to strength. In 2022, it became the third-ranking prestige fragrance brand and number seven prestige beauty brand worldwide, up from numbers four and 12, respectively, in 2021.
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