YSL Beauty headlines five celebrity faces of “modern masculinity” fragrance campaign for Myslf

02 Oct 2023 --- YSL Beauty US has introduced five celebrities – Finn Wolfhard, Lil Yachty, Hunter Doohan, Steve Lacy and Noah Beck – to “express the different facet” of its refillable fragrance Myslf. The launch is marketed toward expressions of individuality and modern masculinity. 

“We are thrilled to enhance our connection to today’s American Gen Z audience with five insightful voices. With Finn, Lil Yachty, Hunter, Steve, and Noah, we celebrate those who are boldly themselves. Dynamic, talented and unapologetic, it’s an honor to work with them to explore all new masculinity facets,” comments Emilie Poisson, general manager at YSL Beauty US.

Finn Wolfhard as one of the five celebrity faces of the Myslf campaign by YSL Beauty (Image credit: YSL Beauty).A new social campaign empowers individuals to connect with Myslf on a deeply personal level manifesting the fragrance’s tagline, “Myslf, No Matter What.”

“Starring within, the new US voices each express a different facet of masculinity, foregoing the stereotypical, masculine personas for more nuanced, self-aware expressions,” states the brand. 

“Each testimony explores the diverse tapestry of experiences and forges connections between this fragrance and cultural realms. Each voice heroes a different Myslf expression, bridging aspiration with relatability as they share themselves on camera.”

Fragrance developments
In other celebrity fragrance activities, David and Victoria Beckham have each introduced new fragrance collections under each of their personal brands, channeling nostalgia from their lived experiences.

In August, singer and actress Sabrina Carpenter has released her newest fragrance within her Sweet Tooth line in partnership with Scent Beauty. The launch is branded Sweet Tooth: Caramel Dream. In the same month, clean beauty brand Florence by Mills, created by Stranger Things actress Milly Bobby Brown, entered the fragrance industry with its first-ever perfume, Wildly Me.

After nearly a decade since her first fragrance, Ari, Ariana Grande unveiled her latest perfume, Cloud Pink, in collaboration with perfumers at the Firmenich fragrance house. Debuting on the Ulta platform, the product is described as “ethereal and modern,” and is “inspired by Ariana’s magnetic optimism and confidence.”

Edited by Benjamin Ferrer