YSL BEAUTY UNVEILS ART OF FLOWERS AT 50TH ANNUAL MACY'S FLOWER SHOW

NEW YORK, April 21, 2025 /PRNewswire/ -- Nature's daring beauty is unveiled with the stunning reveal of YSL BEAUTY ART OF FLOWERS, as the brand partners for the 50^th Macy's Flower Show® at the Herald Square flagship in New York City. From April 27^th to May 18^th, this show-stopping experience taps into the brand's heritage and raw vibrant nature of its beloved, award-winning fragrances: LIBRE, the signature feminine freedom scent, Y the hero male fragrance and MYSLF, the new iconic male fragrance.

"YSL Beauty US is thrilled to be partnering with Macy's for their 2025 Flower Show, a true retail statement from an iconic retailer. Flowers, in their daring and raw beauty, are at the heart of our products, but also our brand – and have served as a constant source of inspiration for M. Saint Laurent. They represent the vulnerability, beauty, and possibility in our world, which we try to always amplify. The YSL BEAUTY ART OF FLOWERS experience epitomizes the spirit and vision of the brand we're honored to bring this to life." – Juliette Ferret, YSL BEAUTY US General Manager.

YSL BEAUTY PRESENTS ART OF FLOWERS:
The bold, unapologetic beauty of nature meets the impact of daring art in YSL BEAUTY ART OF FLOWERS, an immersive floral experience where flowers become art. Through a powerful floral landscape with innovative metallic codes, the artistic concept of YSL BEAUTY ART OF FLOWERS reflects the freedom and transformation found in nature, and the inherent beauty of living freely. The experience dares you to embrace your own transformation, no matter how big or small, and enter a world where natural beauty transcends the everyday and challenges the status quo.

Anchored by the iconic LIBRE fragrance, the installation invites you to discover YSL Beauty's most powerful icons through an immersive and multi-sensorial journey. A bold celebration of freedom, transformation, and sensory expression, where nature's raw beauty collides with sculptural metallic florals to deliver a powerful, modern statement.

INSIDE THE EXPERIENCE:
Greeting guests as they turn onto Herald Square is a shining floral expression, enveloping the exterior of Macy's Herald Square facade on 34^th street. Inside, the journey continues with a bold landscape display comprised by the main olfactive notes in YSL Beauty's new LIBRE L'EAU NUE, the brand's first alcohol-free citrus floral scent deploying an oil-in-water fragrance proprietary technology. An evocative display reflecting the powerful hero fragrance LIBRE greets guests next, with fresh lavender and golden orange blossoms adorning the space. The Macy's Flow Show then evolves into a vibrant and enticing fern and geranium adorned display heroing YSL Beauty's MYSLF, blending the unexpected encounter of the bergamot and orange blossom notes that compose the iconic male scent, with silver orange blossom metallic florals filling the space. Continuing on this olfactive experience, guests walk through an enigmatic blue universe with Y, where aromatic fresh sage and beaming blue geranium flowers surround and excite guests. The journey ends in a pop-up boutique, where guests can engage with the lighthearted touch of YSL Beauty's new Loveshine Plumping Lip Oil Gloss, encompassing the brand's couture shine.

For an elevated, luxurious touch, guests will be gifted a lily-filled bouquet, a signature flower of the brand's LIBRE Flowers & Flames fragrance. Additionally, couture personalization, exclusive to this year's Macy's Flower Show, will be available including onsite customized bottle engraving, exclusive watercolor art, and limited-edition flower charms.

ROOTED IN THE BRAND'S HERITAGE:
From the very beginning, flowers have bloomed at the heart of the Yves Saint Laurent universe, serving as an infinite source of inspiration. The Flower Show extends this philosophy, inviting you to step into a daring world where art and fragrance intertwine. YSL BEAUTY ART OF FLOWERS celebrates the vibrant possibilities of nature – from the fragrant blossoms themselves to the confidence they inspire through our meticulously crafted fragrances – showcasing the constant evolution of beauty.

ABOUT THE MACY'S FLOWER SHOW:
Between Sunday, April 27 and Sunday, May 18, leading up to Mother's Day and celebrating 50 years, the iconic springtime tradition will expand to three full weeks, offering customers interactive experiences, access to a limited-edition Flower Show collection, events at locations nationwide and exclusive deals through the first-ever Macy's Bouquet of Deals. Macy's Flower Show will transport guests into a dreamlike world of spring renewal and wonder. The Macy's Flower Show is free and open to the public during store hours.

For further information on the YSL BEAUTY ART OF FLOWERS and the Macy's Flower Show experience, please visit www.macys.com/flowershow

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.

www.yslbeauty.com

SOURCE YSL Beauté