THE QUESTION Y

Yves Saint Laurent Beauté poses the question “why” with Y Eau de Pa um, the latest addition to the Y Eau de Toile e family

THE BOLD, FRESH and youthful Y Eau de Toilette by Yves Saint Laurent Beauté was unveiled to complement a man’s freewheeling and innovative spirit. Last year, the brand followed up the inaugural scent with a stronger and more intense take with the Y

Eau de Parfum ‒ the absolute demonstration of Y’s creative spirit.

The new chapter called for a new face that effortlessly personifies the new Y Eau de Parfum and they found the perfect fit in the lead of the multi-award winning pop rock band Maroon 5, vocal coach on the reality talent show The Voice, and aspiring musician-turnedactor seen in films like Begin Again and Pitch Perfect 2, as well as on TV in American Horror Story: Asylum ‒ Adam Levine.

The embodiment of both Californian cool and worldwide success, Levine’s bold creative force with a sense of his place in the world provides the perfect blend of youth, establishment and creativity. His lack of fear and intensity of vision mirror the dark heart of the fragrance, while his clarity of thought reflects the bright, inclusive spirit of the scent.

Levine is, in essence, the paradigm of an accomplished, self-made man. Nevertheless, even for someone as accomplished as

Levine, the path to success for many always starts with a question: why? A question that keeps the ball rolling in oneself despite already sharing dared to believe the dream, and achieved all he has set out to accomplish: “No matter how far I have come, no matter how much I have done, I will keep pushing. That is why I believe, and that is why I will never stop.”

Where Y Eau de Toilette was a breath of fresh contemporary air with a groundbreaking point of view, Y Eau de

“THE NEW Y MAN HAS ACCOMPLISHED HIS DREAMS AND IS MOVING TOWARDS A NEW TOMORROW. ESTABLISHED, CONFIDENT AND CAPABLE OF FACING THE CHALLENGES PRESENTED TO HIM, HE IS NOW A

MAN THAT IS WILLING TO SHARE HIS IDEAS WITH A FOCUS ON IMPROVING THE WORLD”

Parfum is a new chapter to the origin story. First designed for men on the path to achieving their dreams, Y Eau de Parfum continues with the natural evolution of this man.

The new Y man has accomplished his dreams and is moving towards a new tomorrow. Established, confident and capable of facing the challenges presented to him, he is now a man that is willing to share his ideas with a focus on improving the world, approaching success with a more conscious mindset.

Created by legendary perfumer Dominique Ropion, Y Eau de Parfum represents two key items in the YSL man’s wardrobe: the classic white T-shirt and the iconic black jacket. With the two key elements in mind, Ropion builds the deep, fresh and masculine fragrance around a structure of fougère ‒ among the most prevalent family in masculine fragrance, contrasted with fresh citrus and aromatic notes, followed by more sensual woody notes.

Y Eau de Parfum starts off fresh, with the tangy and explosive duet of bergamot and ginger, emphasised by a fruity, juicy and crunchy green apple. Then, the combination of sage, juniper and mint redraws at the heart a powerful masculinity, boosted by an elegant duet of geranium essence and absolute providing freshness and contrast. At the base, the notes are more intense, more sensual, and more masculine, with the addition of amber woods that reinforces the mysterious depth of olibanum and Tonka bean.

Encapsulating the confident scent of Y Eau de Parfum, is a monolithic glass form that mirrors the iconic Y Eau de Toilette bottle, designed by Suzanne Dalton. “An expression of purity,” as Dalton calls it, the Y Eau de Parfum bottle is strong, heavy and elegant, recognisable to his notch with the bright metallic Y sliced through the body perpendicularly.

The sharp edges of the bottle are more clearly defined, compared to the Y Eau de Toilette, by an intense dark black fade-out that gradually gives way to a clearer glass. A dark reflection of the intense scent within, it is a sophisticated bottle the thriving man would want on the bathroom shelf, accompanying him as he reaches for greater heights and purpose. AM