AUSTIN BUTLER FRONTS NEW YSL BEAUTY MYSLF ABSOLU CAMPAIGN
NEW YORK , Aug. 1, 2025 /PRNewswire/ -- A statement of self-celebration. The ultimate anti-boredom fragrance. With MYSLF ABSOLU, Yves Saint Laurent Beauty reveals the highest elevation of its masculine icon. A new feel-good intensity, for instant radiant pleasure. The epitome of YSL Beauty's edgy attitude, encapsulated in a powerful sparkling trail.
Because today, it's time to embrace a fresh, more joyful, radiant kind of satisfaction. And because feeling good is about so much more than following wellness trends, MYSLF ABSOLU is all about letting go, pursuing pleasure, having fun and embracing a hedonistic lifestyle. Now's the time to feel it all.
MYSLF ABSOLU, by YSL Beauty. Absolutely MYSLF, and it feels so good.
THE FRAGRANCE.
ABSOLUTELY INTENSE.
Absolutely radiant. Absolutely intense. Absolutely exhilarating. It's the new feel-good scent.
With MYSLF ABSOLU, perfumers Daniela Andrier, Christophe Raynaud, and Antoine Maisondieu, disrupt the very concept of the "absolu". Rather than going rich and opulent, they've shot the scent through with light, making it radiant and luminous. Facetted by a cool, spicy accord, MYSLF's woody floral tension is amplified by a burst of invigorating ginger. A feel-good intensity, for a new, powerful, sparkling trail.
ABSOLUTELY RADIANT.
The scent opens with an invigorating burst of cool spices. The fresh sparkling ginger essence and note of zesty green cardamom enhance MYSLF's unique vert de bergamot essence. Impactful and incisive, this brilliant quality of bergamot is crafted to render the liveliness of the fruit at the beginning of the harvest.
ABSOLUTELY BLOOMING.
At the heart of the fragrance, MYSLF's signature orange blossom is magnified. A tailor-made orange blossom scent unfolds its floral freshness in full bloom. The rich material is augmented by a clean, crystalline accord crafted from blossoms grown in the YSL Beauty Ourika Community Gardens in Morocco. This unique accord, introduced for the first time in MYSLF, transcribes the most faithful expression of the flower, its quintessence.
ABSOLUTELY SENSUAL.
At last, MYSLF's woody sensuality is amplified by a lavish dose of patchouli heart. The precious essence, tailor-made for Yves Saint Laurent Beauty, unveils a woody fragrance character, and warm ambery accord for extreme sensuality. The patchouli heart that brings warmth and depth to MYSLF ABSOLU is cultivated in Indonesia by local programs that support underprivileged communities, focused on fair trade principles.
"When I set out to work on MYSLF ABSOLU, I thought of boosting everything I loved about the Eau de Parfum to create an XXL experience. What literally jumps out when you spray MYSLF ABSOLU is orange blossom. Twisted with ginger, it is especially spirited. You feel good with it."- Daniela Andrier
"For MYSLF ABSOLU, we explored many avenues. Daniela's concept was about radiance. It was a real challenge to up the intensity with ginger. It magnifies the scent's signature freshness." - Christophe Raynaud
"MYSLF ABSOLU amplifies both the sensual and clean effects of the original, through the combination of patchouli and orange blossom. That's what gives the fragrance its power, without it ever becoming a caricature of masculinity." - Antoine Maisondieu
Discover the YSL Beauty Ourika Community Garden: https://www.yslbeauty.com/int/ourika-community-gardens.html
YSL Beauty works actively with its suppliers to implement more respectful agricultural practices and fair remuneration of farmers. Alcohol used is a vegetal based alcohol, which is SAI* Gold certified. 100% of ethanol used is cultivated close to our French fragrance facility. |
THE DESIGN. MORE THAN A BOTTLE. A STATEMENT.
MYSLF is more than a bottle. It's a totem, giving off its own vibration. A YSL Beauty attitude. Radically strong. Unapologetically bold. Conceived by the award-winning designer Suzanne Dalton to express a more subtle, sensual expression of masculinity, MYSLF's tall, slender monolith encapsulates the quintessential YSL Beauty silhouette.
Today, the icon becomes the absolute expression of MYSLF, turning the luxurious lacquering of the glass into a shiny, dark-silver mirror. A new, bold, tone-on-tone metallic finish that reflects the sparkling trail of MYSLF ABSOLU.
In a quintessentially couture gesture, the iconic YSL Beauty cassandre design dips into the surface. A technical tour de force and a true innovation, as the Cassandre is molded directly into the glass rather than being an added plate.
This edgy design is driven by YSL Beauty's program, REDUCE OUR IMPACT. The glass bottles contain recycled glass, and the boxes are FSC™ MIX certified. By using an FSC™ certified board for the boxes, Yves Saint Laurent Beauty supports forest management that respects people and nature.
This fragrance has been made in factories that has reached 100% renewable energy.* |
THE AMBASSADOR. AUSTIN BUTLER IS ABSOLUTELY MYSLF.
He fully embraces who he is. All the different facets of who he is. All the different facets he can be. Sensitive and unapologetic. Confident but approachable. Authentic but complex. No one could embody MYSLF more genuinely than Austin Butler, one of the most acclaimed actors of his generation.
A captivating, award-winning actor who earned his first Golden Globe for his stunning performance in the 2022 Baz Luhrmann biopic Elvis, Austin Butler has since starred in Tom Hanks and Steven Spielberg's Netflix series Masters of the Air and in Denis Villeneuve's Dune: Part Two.
In Yves Saint Laurent Beauty's new digital campaign for MYSLF ABSOLU, Austin Butler reveals his most exhilarating, joyful facet, embodying a new feel-good statement: "Feel it all, feel everything."
THE CAMPAIGN. ABSOLUTELY FEEL-GOOD.
Capturing the superlative feeling of being the most intense, most hedonistic version of yourself. Celebrating your own choices and owning how great it feels to live in your own skin. An absolutely feel-good manifesto, for the most absolute expression of MYSLF.
The new digital campaign is directed by movie-maker and trouble-maker, Aidan Zamiri -- an influential presence in pop culture who works across fashion, music and film documentary. Fueled by a distinctive creative voice that stylishly blends humour and nostalgia with the surreal to create visuals that are both artful and irreverent, every second of the film pulses with pure, exhilarating, joyful energy.
Driven by a remix of MYSLF by Wetrust featuring Ishmael, the film captures a more uninhibited, radiant sense of joyful emotions. "It's about portraying a MYSLF that is joyful, liberating, and unapologetically alive", states Aidan Zamiri. Opening on Austin's silhouette in the shadows, the camera zooms in on his face, as we hear him say, in a voice-over, "Every day, feel more." Bolder, as he explores different facets of his performance as an actor, fully embracing his role. Freer, as he runs through a carpet of orange blossoms. Stronger, as he moves with fluidity and rhythm. Joyful, as he lets go with his crew and they burst into laughter, an unconventional sequence shot with spontaneous Gen-Z energy, as though it was filmed with an iPhone.
"It was just pure joy", says Austin Butler. "The joy of movement, the joy of letting go and just feeling the music, being completely in the moment. Expressing something I couldn't put into words. Sometimes movement is the only way to let go and truly express what's inside."
The film climaxes with a powerful visual reveal as the MYSLF flag unfurls in a seemingly endless, reflective silver trail of fabric held by Austin. Rippling in the wind, it is the ultimate expression of self-celebration, embodying MYSLF's message of bold, individualistic freedom, independence, and authenticity. A single, epic, unforgettable image. And a new iconic code for MYSLF.
ABOUT YSL BEAUTY
In the tension between timeless legacy and modern audacity, YSL Beauty creates daring beauty that dresses change. Boldness and singularity. Manifested through clashes of color, light, style, the liberation from convention. The defiance of the norm. Authenticity, the foundation driving the brand to create icons in makeup, fragrance and skincare, born from the heritage of M. Saint Laurent who shaped the cultural zeitgeist for generations. YSL Beauty creates unapologetic beauty that frees and moves the lines, in the here and now. Young, edgy, luxury.
SOURCE YSL Beauté
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