Yves Saint Laurent
Y Men
Y Eau de Toilette by Yves Saint Laurent is the masculine fougère that opened the Y range in 2017, composed by Dominique Ropion and crowned best new men's fragrance at the FiFi Awards 2018. Rewritten in 2022 in a blue juice, it pits lavender and clary sage from Provence against a Madagascar geranium, over a base of ambergris, incense and cedar.
- Brand
- Yves Saint Laurent
- Launch year
- 2017
- Perfumer
- Gender
- Men
- Olfactory family
- Fougère
- Secondary family
- Woody
- Concentration
- Eau de Toilette
Where to buy
Y is the first letter of Yves Saint Laurent's first name, the question Why?, and the name of the generation born in the 1980s and 1990s. In August 2017, the house gave it to its eau de toilette for men, as it had to its first fragrance, in 1964.
The white t-shirt and the black blazer
Dominique Ropion, master perfumer at IFF and author of the L'Homme and La Nuit de L'Homme ranges, signs the composition. Yves Saint Laurent presents it as the contrast of an impeccable white t-shirt and a black blazer, the uniform of the creative, entrepreneurial young man the fragrance addresses.
Three faces carry the launch: rapper Loyle Carner, sculptor David Alexander Flinn and artificial intelligence researcher Alexandre Robicquet. At the FiFi Awards 2018, Y received the award for best new men's fragrance in the selective market, voted by professionals and the public, and that for the most beautiful bottle.
From the eau de toilette to the Y range
The success gave rise to a range: Y Eau de Parfum starting in 2018, in a darker bottle, Y Eau Fraîche, Y Live, Y Le Parfum, and later Y L'Elixir and Y Iced Cologne. Lenny Kravitz became its ambassador in 2020 and lent his music to the brand's films.
In April 2022, the original eau de toilette gave way to a new Y Eau de Toilette, still composed by Dominique Ropion, in 60 and 100 ml. The house describes it as a mineral, woody fougère, a return to its origins carried by a wave of freshness, with a longevity of twelve hours.
Olfactory pyramid
Share your impressions
Create an account to keep your votes and find your notebook.
The advertising
Lenny Kravitz in the Bahamas
The 2022 film, directed by Jessy Moussallem for BETC Étoile Rouge, accompanies Lenny Kravitz in the Bahamas on an acoustic version of Are You Gonna Go My Way.
At the 2017 launch, Yves Saint Laurent entrusted Y to three faces rather than a single star: British rapper Loyle Carner, sculptor David Alexander Flinn and artificial intelligence researcher Alexandre Robicquet, three men in their thirties chosen to embody the creative, entrepreneurial generation the fragrance addresses.
Lenny Kravitz became the range's ambassador in 2020. For the new 2022 eau de toilette, the agency BETC Étoile Rouge and Lebanese director Jessy Moussallem, produced by Phantasm, filmed him in the Bahamas, the land of his maternal grandparents, where he returns to his roots.
The film opens on the YSL monogram designed by Cassandre, immersed in a sapphire-blue sea; the rocker emerges from the water, takes to the road and, on a cliff, replays an acoustic version of Are You Gonna Go My Way. The blue of the sea answers that of the juice.