YOUR PASSION INTENSIFIES WHEN YOU SHARE IT
It’s the first letter in Yves Saint Laurent’s name. It’s a question. It’s an answer. It’s Y. An edgy rock’n’roll take on the most iconic masculine fragrance family: Fougere. Composed by a true rock star among noses: The Master Perfumer Dominique Ropion (IFF). Embodied by a multi-talented creator: Rock legend Lenny Kravitz.
Today, Yves Saint Laurent Beauty is proud to present the new intense interpretation yet of its olfactory icon: Y EAU DE PARFUM INTENSE. A fougere woody that amplifies Y’s signature, in a new riff on the icon contrasting fresh, aromatic blue notes of juniper berry and Diva lavender, with deep, resonant, sexy patchouli and intense Cedarwood in a deep blue bottle.
Highly cool. Intensely sensual. With all-day long intensity in a spray, Y EAU DE PARFUM INTENSE lets you turn up the volume and share your drive. Because ultimately, fragrance is what connects us. And there’s nothing cooler than sharing what you’re passionate about.
Share the passion. Amplify the intensity. Y EAU DE PARFUM INTENSE, by Yves Saint Laurent.
THE VIBE. A FRAGRANCE FOR THE MAN WHO FEELS THE INTENSITY.
Y EAU DE PARFUM INTENSE expresses an exhilarating moment in the saga of the Y man, embodied by Y’s charismatic ambassador Lenny Kravitz. A fearless experimenter who lives to his own beat, and a deeply sincere artist who lives to create music.
It’s all about that moment when you release your creative energy. Sharing your ideas, your gifts, your passion with the world. Feeling the intensity of that connection, just like the rockstar when he moves from his studio to the stage to share his music with his audience…
Y is the reason to act. Y puts new ideas in motion. Y takes you one step further. Y transforms your dreams into reality. Y raises your intensity. Y is the passion you share. Y is the fragrance of those who dare, dream, and never give up.
THE FRAGRANCE. HIGHLY COOL. INTENSELY SENSUAL.
With Y EAU DE PARFUM INTENSE, the Master Perfumer Dominique Ropion gives YSL’s masculine icon a brilliant new twist, just like a great musician can play the same song over the years, yet give it new resonance with each performance…
A true rockstar of the fragrance industry, the perfumer offers a deeper, more intense, woodier interpretation of the signature, high-contrast formula he originally created in 2017. “Y Eau de Parfum Intense explores the contrast between an intense, woody blend and a very fresh, spicy top”, Dominique Ropion explains. The key word for this new Y was assertiveness”, “I sought to assert Y’s character, its attitude, its elegance.”
To make Y cooler, more sensual, and more intense than ever, the Master Perfumer has subtly altered the balance and proportion of its ingredients, and introduced stellar new materials crafted for Yves Saint Laurent.
The epitome of olfactory cool, bracing & spicy blue juniper berry essence opens Y EAU DE PARFUM INTENSE with a blast of freshness, resonating with the zesty energy of Y’s signature ginger and the freshly ironed tee-shirt whiff of aldehydes. Its crisp pine-like facets introduce the woodier theme that runs through the new variation and fuels its raw power.
Introduced by juniper’s aromatic blue note, a stellar quality of Diva lavender heart from Provence is fashioned for YSL to bring out the freshest, most seductive facets of the flowers. The cool-sensual contrast of the fragrance is played out by lavender’s co-stars: geranium bourbon heart with its crisp verdant bite, and clary sage heart from Provence in France, with its aromatic, ambery warmth.
Bolstering its power and long-lastingness, a new star player sustains a deep bass thrum throughout the development of Y EAU DE PARFUM INTENSE. Patchouli is the quintessential rock hero note, but here, Dominique Ropion hasn’t used just any kind of patchouli. The quality that intensifies the cool-sensual contrast of Y’s original formula, especially crafted for YSL, is a uniquely woody, rich essence from Bali. The streamlined strength of cedarwood oil and the primal power of smoky vetiver oil sustain its resonance.
Like the hook of a perfectly crafted song that stays with you as soon as you hear it, Y EAU DE PARFUM INTENSE has an amplified trail that lasts all day long after a single spray. It’s that intense. And that is, definitely, the quintessence of cool…
THE SUBSTANCE. NATURAL INGREDIENTS, CRAFTED FOR YSL.
A cool, edgy twist on an iconic masculine style, Y EAU DE TOILETTE is built from top-notch ingredients crafted for Yves Saint Laurent. In this bespoke palette, the key natural materials of the fragrance were deconstructed, then reconstructed through cutting-edge techniques to liberate their quintessence.
DIVA LAVENDER HEART from France
A new variety developed for the freshness of its fragrance, Diva Lavender is grown in low mountain areas of Provence. Sustainably sourced, Diva lavender is part of a program which aims to promote the return of lavender crops in France. The Diva lavender Heart, a fresher, more floral expression of the essence, crafted for the brand.
CLARY SAGE HEART from Provence
A perfume in and of itself, clary sage offers contrasting aromatic, fresh, herbaceous tones. The crops used by YSL are grown in Provence as part of a sustainable sourcing program. The clary sage heart crafted for YSL reveals the unique sensuality of its ambery facets, enhanced with an aromatic floralcy.
PATCHOULI ESSENCE from Bali
Grown according to traditional methods in the volcanic regions of Bangli and Gianyar on the island of Bali, the patchouli crafted for YSL is sustainably sourced, and has obtained the “For Life” certification. Optimized distillation parameters, combined with the specificity of the terroir, yield an essential oil without the naturally camphorated notes of the plant. The woody, earthy, humid facets of this patchouli Bali oil bring depth and sensuality to fragrances.
THE BOTTLE. A STATEMENT OF COOL & ELEGANCE.
It’s the code of cool. The color of the night, of the blues, of understated, streamlined elegance…
With Y EAU DE PARFUM INTENSE, the Yconic bottle created by Suzanne Dalton for YSL takes on a bold new twist. A translucent, deep, night-blue shade that asserts the freshness and intensity of the fragrance it holds, catching the light in its reflections.
Like a big bold piece of rock’n’roll jewelry, the bright silver Y that slashes through the square-shouldered bottle accents the V-shaped notch in the glass – a technical feat that turns the Yconic bottle into striking, covetable piece of design.
Go deep blue. Why not? Blue is intensely you.
THE FILM CAMPAIGN.
“Everything in life is better when you share it. Love. Laughter. Art. Gratitude. Life is about relationships. Life is about sharing. I think as human beings we all live for that connection.”
Lenny Kravitz
The new digital campaign for Y EAU DE PARFUM INTENSE captures Y’s ambassador Lenny Kravitz in a quintessential rockstar moment, when he performs onstage. Yet bathed in a deep blue light, the atmosphere is dreamlike, as the music legend shifts from one instrument to another during the intro to Y’s anthem, “Are You Gonna Go My Way”. An expression of Lenny Kravitz’s amazing range as a musician – “being able to play different instruments enabled me to express myself more fully and more colorfully”, he explains.
During those few seconds of intense focus, he is alone, the only sound that of his instruments. Cut to Lenny spraying Y EAU DE PARFUM INTENSE. Suddenly, the crowd starts clapping and roaring, blue spotlights are beaming onto the stage, and Lenny is singing. Sharing his passion for music. The sheer intensity of his performance electrifies the audience, creating a connection so powerful it’s like a force of nature. The star raises his arms, his silhouette forming a perfect Y…
“Your passion intensifies when you share it”, he says, gazing into the camera or looking at the crowd, the essence of cool behind his shades…
The print campaign shot by Anton Tammi shows the rock icon onstage, cooler and sexier than ever. A true guitar hero, sharing the passion.
WHICH Y IS FOR YOU?
Just as Y’s ambassador Lenny Kravitz reinvents his songs over different performances, the Master Perfumer Dominique Ropion reinvents the spirit of Y with every striking iteration. Each with its own, unique intensity. Always with the same, strong identity: a tension between clean and sexy. Yconic and edgy. Black & white.
Y EAU DE TOILETTE gets back to the roots of Y: A contrast between the aromatic heart of crisp geranium Bourbon from Madagascar, and fresh Diva lavender heart from Provence, and a sexy ambergris accord and Cedarwood oil. Highly fresh. Intensely sexy. Freshness has never been so hot.
Y EAU DE PARFUM is a play on light and shadow. The iconic fragrance blends sensuous woods with sage and geranium, projecting a long-lasting trail infused with confidence and adrenaline. Highly clean. Intensely masculine. The scent of accomplishment.
NEW Y EAU DE PARFUM INTENSE amplifies Y’s signature contrast between the cool and the sensual, spicing up the blend with bracing blue juniper berries. Fresh Diva lavender heart from Provence and aromatic clary sage segue into an overdose of elegant patchouli from Bali. Highly cool. Intensely sensual. Amplify your Y.
Y LE PARFUM matches the uniquely rich, velvety texture of Diva lavender heart and lavandin heart from France with Virginia Cedarwood Heart, the deepest, most resonant, and sensual character of the wood. Highly invigorating. Intensely raw. Why not?