Yves Saint Laurent
Y Eau de Parfum
The Eau de Parfum version of Y for men Yves Saint Laurent men's fragrances have always been designed in the image of the iconic designer who gave his name to the house, blending boldness, elegance and originality.
- Brand
- Yves Saint Laurent
- Launch year
- 2018
- Perfumer
- Gender
- Men
- Olfactory family
- Aromatic
- Secondary family
- Fougère
- Concentration
- Eau de Parfum
Where to buy
From Pour Homme in 1971, through Kouros, Jazz, Cinéma, not forgetting the more recent l'Homme and La Nuit de l'Homme, Yves Saint Laurent men's fragrances are made for virile men, confident enough to wear scents full of panache. Y Eau de Toilette, released in 2017, and Y Eau de Parfum are composed along the same lines as their predecessors.
Y Eau de Parfum and its new rock ambassador Adam Levine, frontman of Maroon 5
With Y, Yves Saint Laurent explored a new masculinity intended to offer men of generation Y, aged between 20 and 40, a fragrance that would match their wishes as well as their desires. The men of this generation can finally allow themselves to boldly display their multifaceted personality, between strength and delicacy; to represent Y, Yves Saint Laurent had initially chosen 3 very different ambassadors.
However, the Y man would reveal himself in 2018 through the features of singer Adam Levine, who, with his virile strength, spontaneous charisma and elegance, embodies the Man of 2018 better than anyone. He stated: I have no difficulty associating myself with the passion and the powerful sense of individuality that emanates from Yves Saint Laurent, but above all, I think this story fits perfectly with today's creative generation. Adam Levine for Y Eau de Parfum.
Thus, the singer, world-renowned as the frontman of Maroon 5, embodies his own persona for Y Eau de Parfum, letting audiences experience the intense emotional moments he shares with his fans.
The power of light-and-dark contrasts for a striking Y Eau de Parfum
While the composition for Y Eau de Toilette had already been built by Dominique Ropion so that icy freshness from aromatic citrus notes would clash with the intense warmth of amber woods and ambergris, Y Eau de Parfum takes the clash of opposites even further.
Indeed, Y Eau de Parfum opens on a thoroughly modernized fougère accord that gives pride of place to a radiant sage and a geranium absolute note, as biting as it is sophisticated, as icy as it is dynamic. The strength of sensual woods, magnified by animalic notes, is amplified for this Y Eau de Parfum to create a light-and-dark interplay as seductive as it is surprising.
As for the Y Eau de Parfum bottle, it does not seek to depart from its elder counterpart in shape, remaining square and very virile, while being modernized by the steel plate bearing the house's name. But its bluish hue, shading into black, is intense for this Eau de Parfum, highlighting its intensity as well as a certain idea of elegance.
Olfactory pyramid
- Top notesThe first minutes
- Heart notesThe heart of the perfume
- Base notesWhat lingers
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The advertising
2017: Yves Saint Laurent creates an Eau de Toilette named Y, a very refreshing fragrance, in tribute to generation Y, particularly creative. 2018: a new chapter of this story is written, with the creation of the Eau de Parfum Y, now woodier and intended for all men who have accomplished their dreams. 2020: another page turns, and the Eau de Parfum Y is now accompanied by an advertising campaign, featuring one of the greatest rock singers of his generation: Lenny Kravitz.
Lenny Kravitz to embody Yves Saint Laurent's Eau de Parfum Y
At 56 years old, Lenny Kravitz becomes the face of the campaign for Yves Saint Laurent. And with him, it must be said, the house scores an incredible publicity coup! An undisputed rock icon, with intergenerational and worldwide fame, Lenny Kravitz is a true symbol of success. Here, Yves Saint Laurent invites the audience to follow him from the preparation to the culmination of one of his concerts. The advertisement for Eau de Parfum Y opens with Lenny Kravitz appearing aboard a sedan. The door opens and the star is cheered by an ecstatic crowd. He then heads backstage at his concert and greets his team. Sporting a very rock style and walking with a nonchalant yet determined stride, he reaches his dressing room. There, he finds himself alone facing his mirror, recalling memories from his teenage years. Back then, while he could only play a few guitar notes, he already dreamed of becoming a world-famous star. Emerging from his reverie, Lenny Kravitz makes one final gesture before taking the stage, spraying himself with Eau de Parfum Y. He then climbs onto the stage, launching into guitar solos, singing his iconic songs and diving into the crowd. Based on these images, the dreaming teenager seems to have fulfilled all his ambitions. The advertisement ends with the line: Why not?. From then on, with Eau de Parfum Y, no dream seems too wild to come true!
Yves Saint Laurent brings together a prestigious team for its advertisement
While Lenny Kravitz is a prime choice as face of the campaign, he is not the only prestigious figure involved in Yves Saint Laurent's advertisement. Indeed, to produce this campaign, the house called on producers Perrine Schwartz and Patrick Barbier. Direction, meanwhile, is credited to Anton Corbijn, a true icon in his field, who can boast having worked with the biggest stars, such as U2, Joy Division, New Order, Nick Cave, Sex Pistols, and even the Stones. Naturally, for this campaign, the chosen musical track is none other than Lenny Kravitz's iconic single: Are You Gonna Go My Way. Perrine Schwartz, for her part, seems particularly thrilled with this teamwork: This first collaboration with Anton Corbijn was magical [...] His experience and his collaboration with Lenny Kravitz felt natural for this film. Having the chance to witness this moment of intimacy between two great artistic figures was fascinating, she enthuses.