YSL Travel Retail Americas launched MYSLF, the latest masculine fragrance, throughout the region in September, in the brand’s most extensive online and offline takeover to date.
The fragrance made its avant-première debut in Latin America, where it is expected to arrive in Local Market only in Q1 2024.
YSL Beauty says that it set out on a mission with this launch: to redefine masculinity within the fragrance industry. MYSLF is described as embodying a vision of modern man, blending floral and woody notes. YSL Beauty believes that a fragrance does not need to be confined by gender clichés, since people wear perfume to express their unique self in all its nuances.
The retail design, featuring over 135 animation spaces, is a powerful embodiment of unique and consistent brand codes. Mirror bars serve as a medium for breaking couture norms and encouraging self-reflection. The predominant use of black communicates the DNA of this groundbreaking launch, drawing inspiration from campaign icon Austin Butler. The American actor is best known for portraying Elvis Presley in the musical biopic Elvis (2022), for which he won a Golden Globe Award and a BAFTA Award, and was also nominated for the Academy Award for Best Actor.
The unique bottle shape for MYSELF takes center stage, symbolizing the edgy design. Consumers are invited to explore the new refillable fragrance, marked by a masculine woody floral scent. Various touch-points, including photobooths, “heroes behind MYSLF” videos, and stands offering exclusive gift-with-purchase pouches, enhance the experience.
In JFK Terminal 4, a POP-UP installation running from October to December further elevates the consumer experience with a sample machine, allowing customers to engage as they pass by or redeem special QR codes in partnership with UBER.
L’Oréal Travel Retail Americas launched a groundbreaking O+O digital campaign in the USA and Brazil for MYSLF YSL fragrance.
In the United States, a partnership with Tripadvisor allows travelers to explore the fragrance pre-trip with elevated brand experience and were engaged with a unique sweepstakes to get a chance to win a trip to YSL’s birthplace, Paris.
The brand leveraged Uber to reach travelers heading to JFK, with premium ads in the Uber app. Riders could download a coupon for an exclusive 10ML MYSLF sample at JFK’s pop-up vending machine.
In Brazil, YSL partnered with Amadeus Travel and Avolta for discovery and reserve and collect options. For the first time, the brand showcased a 3D OOH video and introduced the first in-lounge activation, partnering with LATAM in Sao Paulo. This included engaging product discovery and a fun Photobooth interaction. Brazilians also discovered the MYSLF video on LATAM Flights screens upon their return.
“We are extremely proud of the success and momentum behind YSL. We see MYSLF as the next chapter for our acceleration and we strongly believe that it will follow the impressive results of Libre and Y. With such an incredible marketing mix, our vision was to take over the Americas and make this one of the most successful fragrance launches of our industry; taking full advantage of the Travel Retail exclusivity in Latin America to add value to our channel given that local markets won’t launch until 2024. This helps elevate the reason to shop at Duty Free stores; it gives the Beauty Advisors a great story to tell consumers and it also helps build awareness ahead of local market launch” concluded Marina Torres, Vice President / General Manager for YSL Beaute Travel Retail Americas.
