Yves Saint Laurent has released a brand new men’s fragrance simply called Y, which is targeted for the Generation Y born in the 1980s and 1990s.
According to Stephan Bezy during his statement with BoF, the YSL Beauté general manager explains: “It’s the Gen Y, it’s the symbol of youth, it’s of course, the question, ‘Why?’ It’s the first letter of the first name of Monsieur Saint Laurent. It became evident [the name Y] was a natural choice.”
To complement the launch of Y fragrance, Yves Saint Laurent has appointed hip-hop artist Loyle Carner, sculptor David Alexander Flinn and artificial intelligence researcher Alexandre Robicquet to front the ad campaign.
“We wanted to have this different approach. We wanted to be at the roots of who those people are and we wanted to be very true to who we are,” said Bezy.
The Y fragrance is set to be available on August 25.