MYSLF, Yves Saint Laurent Beauté’s new fragrance for men, targets millennials

To embody the launch campaign for MYSLF, its first men’s juice since the arrival of Y for men” in 2017, Yves Saint Laurent Beauté has chosen actor Austin Butler. A duo that aims to seduce the millennial generation…

 

An undisputedly successful, multi-faceted actor in his thirties (he’s also a model, musician, singer…): Yves Saint Laurent Beauté saw Austin Butler as the ideal muse to target millennial men with its new millennial juice, MYSLF.

 

We are delighted to welcome the immensely talented AUSTIN BUTLER to the YSL Beauty family. One of the most acclaimed actors of his generation, he is the embodiment of a new masculinity: nuanced, raw and free. No one could represent MYSLF more authentically,” said Stephan Bezyl, Yves Saint Laurent Beauté’s International Managing Director, in a post on Linkedin.

 

MYSLF is rooted in a quote by Yves Saint Laurent: “I understood that the most important encounter in life was the encounter with Myself“, said the brilliant couturier, whose psyche was nevertheless quite fragile. He thus established himself as a forerunner of the Millennials, a generation of men today less assertive in their masculinity and certainties.

 

A well-orchestrated launch

 

The launch of MYSLF was itself well-orchestrated, so as not to miss its target. Launched in mid-August on YSL Beauty’s U.S. platform on Tuesday, before a wider release two days later, it was preceded by a teaser campaign.

 

 

Before the campaign and partnership were made official, an audio clip broadcast in a post allowed the general public to hear the voice, and only the voice, of Austin Butler. The buzz was successful: many of his fans guessed that it was that of their idol, who had played the role of the singer Elvis Presley with striking mimicry, in the biopic by Baz Lhurmann, released in 2022. Prior to this, the American actor had quickly conquered the world of cinema, turning in 2019, after his debut in TV series, for one of America’s greatest directors, Quentin Tarantino, in Once Upon a Time… in Hollywood, as a member of the “Manson family” A hit!

 

In a press release, Austin Butler hailed Yves Saint Laurent’s avant-garde spirit; a “rebel” who broke labels.



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Featured photo : © Saint Laurent

To embody the launch campaign for MYSLF, its first men’s juice since the arrival of Y for men” in 2017, Yves Saint Laurent Beauté has chosen actor Austin Butler. A duo that aims to seduce the millennial generation…

An undisputedly successful, multi-faceted actor in his thirties (he’s also a model, musician, singer…): Yves Saint Laurent Beauté saw Austin Butler as the ideal muse to target millennial men with its new millennial juice, MYSLF.

 

“We are delighted to welcome the immensely talented AUSTIN BUTLER to the YSL Beauty family. One of the most acclaimed actors of his generation, he is the embodiment of a new masculinity: nuanced, raw and free. No one could represent MYSLF more authentically,” said Stephan Bezyl, Yves Saint Laurent Beauté’s International Managing Director, in a post on Linkedin.

 

MYSLF is rooted in a quote by Yves Saint Laurent: “I understood that the most important encounter in life was the encounter with Myself“, said the brilliant couturier, whose psyche was nevertheless quite fragile. He thus established himself as a forerunner of the Millennials, a generation of men today less assertive in their masculinity and certainties.

 

A well-orchestrated launch

The launch of MYSLF was itself well-orchestrated, so as not to miss its target. Launched in mid-August on YSL Beauty’s U.S. platform on Tuesday, before a wider release two days later, it was preceded by a teaser campaign.

 

© Saint Laurent

 

Before the campaign and partnership were made official, an audio clip broadcast in a post allowed the general public to hear the voice, and only the voice, of Austin Butler. The buzz was successful: many of his fans guessed that it was that of their idol, who had played the role of the singer Elvis Presley with striking mimicry, in the biopic by Baz Lhurmann, released in 2022. Prior to this, the American actor had quickly conquered the world of cinema, turning in 2019, after his debut in TV series, for one of America’s greatest directors, Quentin Tarantino, in Once Upon a Time… in Hollywood, as a member of the “Manson family” A hit!

 

In a press release, Austin Butler hailed Yves Saint Laurent’s avant-garde spirit; a “rebel” who broke labels.

 

Evolving masculinity

MYSLF was created by Givaudan’s perfumers, including Daniela Andrier, Christophe Raynaud and Antoine Maisondieu, with the aim of expressing an “evolving masculinity” including “the rise of gender fluidity.”

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To embody the launch campaign for MYSLF, its first men’s juice since the arrival of Y for men” in 2017, Yves Saint Laurent Beauté has chosen actor Austin Butler. A duo that aims to seduce the millennial generation…

 

An undisputedly successful, multi-faceted actor in his thirties (he’s also a model, musician, singer…): Yves Saint Laurent Beauté saw Austin Butler as the ideal muse to target millennial men with its new millennial juice, MYSLF.

 

“We are delighted to welcome the immensely talented AUSTIN BUTLER to the YSL Beauty family. One of the most acclaimed actors of his generation, he is the embodiment of a new masculinity: nuanced, raw and free. No one could represent MYSLF more authentically,” said Stephan Bezyl, Yves Saint Laurent Beauté’s International Managing Director, in a post on Linkedin.

 

MYSLF is rooted in a quote by Yves Saint Laurent: “I understood that the most important encounter in life was the encounter with Myself“, said the brilliant couturier, whose psyche was nevertheless quite fragile. He thus established himself as a forerunner of the Millennials, a generation of men today less assertive in their masculinity and certainties.

 

A well-orchestrated launch

The launch of MYSLF was itself well-orchestrated, so as not to miss its target. Launched in mid-August on YSL Beauty’s U.S. platform on Tuesday, before a wider release two days later, it was preceded by a teaser campaign.

 

© Saint Laurent

Before the campaign and partnership were made official, an audio clip broadcast in a post allowed the general public to hear the voice, and only the voice, of Austin Butler. The buzz was successful: many of his fans guessed that it was that of their idol, who had played the role of the singer Elvis Presley with striking mimicry, in the biopic by Baz Lhurmann, released in 2022. Prior to this, the American actor had quickly conquered the world of cinema, turning in 2019, after his debut in TV series, for one of America’s greatest directors, Quentin Tarantino, in Once Upon a Time… in Hollywood, as a member of the “Manson family” A hit!

 

In a press release, Austin Butler hailed Yves Saint Laurent’s avant-garde spirit; a “rebel” who broke labels.

 

Evolving masculinity

MYSLF was created by Givaudan’s perfumers, including Daniela Andrier, Christophe Raynaud and Antoine Maisondieu, with the aim of expressing an “evolving masculinity” including “the rise of gender fluidity.”

 

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Sophie Michentef
Sophie Michentef has worked for more than 30 years in the professional press. For fifteen years, she managed the French and international editorial staff of the Journal du Textile. She now puts her press, textile, fashion, and luxury expertise at the service of newspapers, professional organizations, and companies.

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