Yves Saint Laurent launches a new men's fragrance for Generation Y (those who were born in the 1980s and 1990s). The fragrance is named Y and is capturing the spirit of youth with the goal of offering a millennial generation something different.
"Y, the new masculine fragrance by Yves Saint Laurent. Inspired by the iconic Yves Saint Laurent white t-shirt and black jacket, this Eau De Toilette represents a balance between freshness and strength. Like a crisp white t-shirt, notes of bergamot, sage and ginger offer a sharp juicy freshness to challenge convention and exceed all expectations. At its base, soft notes of balsam fir, cedarwood and marine ambergris embody the subtle power of a tailored black jacket that is refined, chic and surprisingly powerful. An authentic and bold creation; masculinity re-defined. Everything starts with a Why. #THATSY"
Top notes: white aldehydes, bergamot, ginger
Heart: sage, geranium absolute, violet leaf
Base: ambergris, incense, fir balsam, cedar, musk
Hip-hop musician Loyle Carner, sculptor David Alexander Flin and artificial intelligence researcher Alexandre Robicquet were selected as the faces of the advertising campaign.