Yves Saint Laurent launches men's fragrance MYSLF in Europe and Middle East airports

The MYSLF pop-up at Amsterdam-Schiphol Airport

Yves Saint Laurent has launched a full new range in men’s fragrance: MYSLF. As the brand’s first floral woody scent, it is designed as a true generational statement, reflective of a new representation of masculinity.

The sleek, minimalist glass bottle comes in an elegant black monochrome, Yves Saint Laurent’s signature color. The edgy design, containing recycled glass, is also fully sustainable: bottles are 100% refillable in all formats, ensuring a reduced impact on natural resources while aligning with the commitments and expectations of a new generation of consumers. Opening with an intensely fresh bergamot accord, the scent then deep-dives into the complexity of orange blossom, before giving way to the subtly woody base notes of patchouli heart.

Actor Austin Butler has been named the fragrance ambassador of MYSLF. Launched on September 1, 2023, MYSLF will have unprecedented visibility in all Europe and the Middle East airports with more than 400 animations. With a first pop-up in Amsterdam-Schiphol airport, a partnership has been forged between Kappe and the brand.

A retailtainment space is offering a journey of self-discovery through three different experiences: “Find yourself”, an innovative interactive game, where users have to find words that represent them the most. “Themselves behind” invites visitors to take a deep dive into the fragrance creation, guided by Austin Butler and the perfumers. Finally, the “Myself Lab” offers a personalized experience, where consumers can customize their bottles with an UV printer.

Along with a full blast media cover on all channels, MYSLF will overtake all TREMEAI airports, through main cities such as Paris, London, Istanbul, Dubai and so on, from September to the end of October.