YSL Beauty has unveiled the latest addition to its iconic men’s fragrance line: Y Le Parfum, a bold, nocturnal reinterpretation of the brand’s signature fougère scent, created by Master Perfumer Dominique Ropion and fronted by global rock legend Lenny Kravitz.
The new fragrance combines the invigorating freshness of pine needle oil with the warmth of fir balsam absolute, producing a scent that is both invigorating and sensual. Complemented by bergamot, ginger, Ourika geranium accord, and patchouli oil, the fragrance blends freshness with depth in a distinctive composition that evokes the intensity of the night.
The campaign, which introduces this new version of the scent, marks a powerful continuation of Kravitz’s partnership with YSL Beauty. Since becoming the face of Y in 2020, Kravitz has embodied the Y man: confident, fearless, and passionate. The new film, featuring his 2024 track “Paralyzed” from Blue Electric Light, explores his path to self-accomplishment through themes of confidence, mastery, and fearlessness.
A key symbol in the campaign is the snake, deeply rooted in YSL’s history and also a personal motif for Kravitz. It was first linked to the brand through Yves Saint Laurent’s Marrakech home, Dar El-Hanch, and has since become a recurring emblem of transformation, sensuality and power. In the campaign, Kravitz interacts with the creature, signifying personal evolution and control – ideas that align closely with the message behind Y Le Parfum.
The bottle design also reflects the fragrance’s nocturnal theme, with the original silver “Y” bottle created by Suzanne Dalton now rendered in pitch blue. This updated design maintains the V-cut glass detail and retains the sharp, modern aesthetic of the Y range.
Y Le Parfum joins a collection that includes Y Eau de Toilette, Y Eau de Parfum, Y Eau de Parfum Intense, and Y L’Elixir, each iteration delivering a different intensity of the brand’s clean yet sensual DNA.
