Austin Butler has been announced as the new face for Yves Saint Laurent’s upcoming men’s fragrance, MYSLF.
Butler, who starred as Elvis Presley in the recent biopic said in a statement: “Over the last few years, I’ve spoken with people who knew M. Saint Laurent. He broke through labels. He was a rebel, and I love that about him.”
The new fragrance is aimed at Gen Z. Stephan Bezy, International general manager of YSL Beauty told WWD:
We wanted to bring an offer to Gen Z – That generation has been exposed to a lot of tensions.
It has raised the question: ‘What does it mean to be a man today?’” continued Bezy, saying for Gen Z it’s not so much about the “having” as about the “being,” the “who am I?” “They realise that to be a man is to have the freedom to be yourself. It’s a generation that has decided to break down the frontiers, tear down clichés and those barriers, to express and be themselves.
MYSLF was composed by Givaudan perfumers, Daniela Andrier, Christophe Raynaud and Antoine Maisondieu. Notes include bergamot, clary sage, orange blossom, wood accord, Ambrofix, and patchouli.
The fragrance bottle was designed by Suzanne Dalton – The glass bottle contains recycled glass and boxes are FSC™ MIX certified. All formats of MYSLF are refillable by using the 5 oz./150 mL refill bottle, allowing for less packaging material.
The company say:
MYSLF is the expression of the man you are, with all of your emotions and nuances. A twist of the traditional woody fragrance family with flowers. A statement of modern masculinity to celebrate your true self. Unapologetically. Proudly.
The video advertising campaign featuring Austin Butler was shot by Julia Ducournau, and the still images by Gray Sorrenti.
MYSLF launches today in the US on yslbeauty.com and globally from Thursday.
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