Finn Wolfhard, Lil Yachty, Hunter Doohan, Steve Lacy and Noah Beck will bring an “authentic, unapologetic perspective” through testimonial content driven by social, manifesting the fragrance’s tagline: “MYSLF, no matter what.”
MYSLF Eau de Parfum is the first woody floral fragrance from YSL Beauty that is both unconventional and exhilarating with a long–lasting trail of modernity. MYSLF is 100% refillable in all its formats and is available now online.
Encouraging Different Expressions of Masculinity
The fragrance embraces modern masculinity “for the man who stands – unapologetically – as himself.” To promote this idea, each of the five voices in the campaign expresses a different facet of masculinity, foregoing the stereotypical, masculine personas for more nuanced, self-aware expressions.
According to the brand, each testimony explores the diverse tapestry of experiences and forges connections between this fragrance and cultural realms.
“We are thrilled to enhance our connection to today’s American Gen-Z audience with 5 insightful voices. With Finn, Lil Yachty, Hunter, Steve, and Noah, we celebrate those who are boldly themselves. Dynamic, talented, and unapologetic, it’s an honor to work with them to explore all new masculinity facets,” said Emilie Poisson, General Manager YSL Beauty US.
Learn more about the five men who Lend their voices to the campaign below:
Finn Wolfhard is a Canadian actor, director and musician who rose to fame for his roles as Mike Wheeler in the Netflix series Stranger Things and Richie Tozier in the horror film It.
Hunter Doohan is an American actor, writer, and director known for his roles as Tyler Galpin in the Netflix series Wednesday and Adam Desiato in the Showtime series Your Honor.
Lil Yachty is an American rapper and singer-songwriter known for his eccentric style and catchy melodies. He is one of the most popular and influential rappers of his generation.
Noah Beck is an American social media personality and former soccer player who rose to fame on TikTok for his comedic and dance videos. He is known for his relatable content.
Steve Lacy is a Grammy-nominated singer-songwriter, guitarist, and record producer known for his innovative use of technology and his laid-back, soulful sound.
Earlier this year YSL also tapped Lila Moss and Lil Nas X for brand campaigns.