YSL Targets Gen-Y with Fragrance Tribute to Yves

Yves Saint Laurent Y Yves Saint Laurent for men

YSL Beauté is making a play for the millennial man with it’s new fragrance. Yves Saint Laurent fashion house introduces a new fragrance for men in honor of Generation Y (those born in the 1980s and 1990s). The scent will be called Y, which is the same name as the floral-green feminine scent of 1964 and aims to embody the spirit of youth in order to offer what another millennium ago.


Hip-hop musician Loyle Carner, sculptor David Alexander Flin and artificial intelligence researcher Alexandre Robicquet were selected as the faces of the advertising campaign. “We wanted to have this different approach. We wanted to be at the roots of who those people are and we wanted to be very true to who we are,” said Bezy. Sage, bergamot, violet leaf, and musk dominate this scent’s profile, which creates a modern and young fragrance that is geared towards young people.yves saint laurent Y for men


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