YSL Beauty Launches MYSLF Men's Fragrance

At the beginning of September, YSL Beauty launched its latest men's fragrance "MYSLF", across all channels in the Chinese market.

The new product is named "MYSLF", which carries the dual meaning of emphasizing.  On the one hand, the profound meaning lies in emphasizing "Myself", allowing male consumers to enjoy every moment of being themselves in a time where the meaning of "masculinity" is being redefined. It also incorporates the brand's initials and can be interpreted as "MY YSL FRAGRANCE". This indicates the brand's intention to make this new product its fragrance manifesto for men.

As YSL Beauty's first woody orange blossom fragrance, MYSLF was created in collaboration with a female perfumer, Daniela Andrier, and two male perfumers, Christophe Raynaud and Antoine Maisondieu. Daniela, who has been a perfumer for Givaudan for 30 years, is known for her calm, elegance, and delicate fragrance craftsmanship. The inspiration for creating the MYSLF fragrance came from Daniela's travels in Morocco, where she was captivated by the continuous scent of local orange blossoms in the perfume market. She was determined to create a men's fragrance, inspired by both the allure of the orange blossom and the influence of Yves Saint Laurent himself.

In addition to the orange blossom, the perfumers added Calabrian bergamot, aquatic notes, citrus, amber, and Indonesian patchouli, all specially crafted for YSL, to create a new image of masculinity: delicate yet robust, sensitive yet powerful, blending strength and gentleness, and unique. MYSLF encourages the younger generation to embrace their true selves, break free from gender norms, and express their individual style, regardless of gender.

The design of the MYSLF bottle follows YSL's haute couture aesthetics, with a sleek black glass bottle presenting a bold geometric shape, resembling a multifaceted prism that reflects the diversity of contemporary men. The recycled glass contained in the bottle is a result of YSL Beauty's "REDUCE OUR IMPACT" initiative.

The concept behind the product, or the resonance it aims to evoke in consumers' minds, is best described by designer Anthony Vaccarello: "I hope that men can be more free to be themselves, live in the moment, and passionately enjoy every moment."