Yves Saint Laurent Beauté: Everything Starts With a Why

For the first time in a while, Yves Saint Laurent is launching a fragrance. A new fragrance called Y. Y is a male fragrance made for the Generation Y. The product is being introduced with a powerful commercial created by BETC Luxe. And rather than using a model as spokesperson for the campaign, a trio of three young men has been selected to act as ambassadors of the fragrance. A recording artist, a sculptor and a researcher are featured in the half a minute long film shot by Manu Cossu (Iconoclast) with a voice-over explaining the meaning of the Y.