Finally, we can reveal what led F Luxury to Madrid last June: the exclusive presentation of the new fragrance from Yves Saint Laurent Beauté: MYSLF, a true statement of authenticity and individuality.
In a studio adorned for the exclusive launch of the latest masculine olfactory creation, we got to know MYSLF Eau de Parfum, both in aroma and concept.
More than a blend of perfumed ingredients, this innovative fragrance from the iconic Parisian luxury brand is an invitation that embraces all facets of the “true self”. Inspired by Yves Saint Laurent’s famous quote, “I understood that the most important encounter of my life was the encounter with myself,” MYSLF is a generational manifesto that invites men to break free from the usual clichés and express themselves authentically and boldly.
In this era of changing thoughts and discourse, and a certain redefinition of masculinity, the fragrance MYSLF Eau de Parfum emerges as a bold statement of the new generation, a unique fusion of flowers and woods that encapsulates the essence of contemporary masculinity. Created by world-renowned perfumers VP Daniela Andrier, Christophe Raynaud, and senior perfumer Antoine Maisondieu, this new fragrance challenges conventions, offering a sensory experience that is both authentic and surprising.
As for its composition, MYSLF Eau de Parfum presents itself as a symphony of harmonious contrasts. The orange blossom, known for its versatility and sensuality, occupies the pulsating heart of this fragrance. A fresh and vibrant opening of green bergamot, a heart of Indonesian patchouli and Ambrofix TM create a woody and enveloping base, providing a unique and modern balance to the fragrance.
In Madrid and in absolute secrecy, we were also able to appreciate the bottle of MYSLF Eau de Parfum that is now presented. More than a simple packaging, it resembles a totem that embodies the essence of the brand. With clean lines, profiled glass, and smooth textures, the design reflects the disruptive timelessness that is characteristic of the brand. The careful choice of materials and emphasis on sustainability demonstrate Yves Saint Laurent’s commitment to reducing environmental impact.
Renowned actor Austin Butler, best known for portraying Elvis Presley in the musical biographical film “Elvis,” for which he won a Golden Globe, a BAFTA, and received an Oscar nomination for Best Actor, is the ambassador for this new masculine fragrance, embodying the authenticity and diversity that MYSLF Eau de Parfum represents. “I felt honored to have been invited to join the YSL Beauté family,” Butler says. “In recent years, I have spoken to people who knew Mr. Saint Laurent. He broke with conventions. He was a rebel, and I love that about him. I feel privileged to be part of the legacy he set in motion.”
Austin Butler fully embraces all the different facets he possesses. Sensitive and authentic. Confident yet approachable. Effortless yet complex. No one could better embody the new fragrance MYSLF. Genuine and undeniably, only this actor could convincingly represent the statement of modern masculinity by Yves Saint Laurent Beauté. The cinematic campaign, directed by Julia Ducournau, Palme d’Or winner, celebrates, just like this new perfume, individuality and self-discovery.