For the release of its new fragrance: "L'Homme Cologne Bleue", Yves Saint Laurent takes us on a journey through a spot and an addictive and captivating Print campaign ...

We cannot say if this is the flow of the track "five minutes" or the looks we are throwing Vinnie woolston which hypnotizes us so much in the last spot of Saint-Laurent.

Marked by an aquatic, marine and tangy variation, YSL's latest fragrance promises absolute freshness. An elixir that already sounds like a benchmark, pardoned by a classy spot, through which we perceive the citrus scent of August.

https://www.youtube.com/watch?v=aysD5_2vyHk

The magic of makingEmily kai bock takes us on a journey, for 1 minute 30 minutes, on a sensual trip where the magnetism of man takes on its full meaning. Magnified by black and white, the muse of YSL charms us with her play of looks with a charisma that suits her so well.

To Brunette Buonomano, Managing Director of BETC Luxe and Jasmine Loignon, Executive Creative Director of BETC Luxe: “ With this new episode, we continue to make Man an iconic figure in male fragrances by anchoring the story and the brand in the era. It is mainly thanks to this new generation of talents that we nourish the cultural aura of Yves Saint Laurent Beauté..

In its desire to attract an even younger target, the luxury brand has made Vinnie Wooslton a multi-faceted man who becomes, during the film, the attraction of a woman who will follow him until " sommet" page (in French).

Saint-Laurent: luxury, grace and class

The campaign, deployed in the press, social media, posters and point of sale extends our timeless and solar journey that we begin in the spot.

Sublimated by the New York photographer Billy kidd, Vinnie Woolston takes on the appearance of Delon in 1969, at the edge of this swimming pool… which marks the end of our trip (advertising).

Yves Saint Laurent © - L'Homme Cologne Bleue - 2018

 

After setbacks of the brand last year, we can say that YSL has succeeded in its advertising comeback in the most beautiful way possible. Offering an ideal scenario, the perfume L'Homme Cologne Bleu transports us to a solar world mixing citrus scents and sensuality. An artistic creation that sublimates the male, usually given to Jean-Paul Gaultier, and which puts YSL at the top of its advertising charts.

In the meantime, we'd be fine taking a little bath, wouldn't you?

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