PARIS — Manifesto, the new Yves Saint Laurent women’s fragrance, “is a declaration of contemporary femininity,” said Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L’Oréal. The scent is also meant to become a second YSL pillar worldwide beside Opium.
An aspiration of women today is to be admired and desired, continued Bezy, adding, “and, for us, this fragrance celebrates those women.”
“This brand has youth in its genes,” said Bezy, who explained YSL doesn’t age and has always been on the cutting edge, having introduced fashion such as the tuxedo for women.
“Yves Saint Laurent gave power to women,” he continued.
Manifesto’s juice, created by International Flavors & Fragrances perfumers Anne Flipo and Loc Dong, is woody floriental, including notes of jasmine, white corollas, lily of the valley, blackcurrant, vanilla, tonka bean and cedar- and sandalwood.
Manifesto joins the YSL fragrance portfolio that already has scents such as Paris, Yvresse and Rive Gauche, which span a variety of olfactive families.
Company executives would not discuss sales projections, but industry sources estimate Manifesto will generate 60 million euros, or $73.7 million, in first-year wholesale revenues.
The fragrance’s print advertisement features actress Jessica Chastain with hands coated in paint (looking like elegant gloves). It was photographed by Mert Alas and Marcus Piggott, and will come in formats including single and double pages.
Bezy said Chastain “has the luminosity, charm, grace and power — the audacity, as well — to embody the fragrance.”
He added, “She’s really an Yves Saint Laurent woman.”
YSL signed on Nicolas Winding Refn for the film campaign due to his ability to create tension and emotion in characters, despite no talking between them, according to Bezy. The Manifesto spot, which will be shown on television, the Internet and in movie theaters, comes in 10-, 20- and 30-second versions.
The fragrance’s bottle design is intended to be luxurious and mixes curvaceous and linear forms. The amethyst-hued central section could call to mind a diamond-cut jewel or belt, said Bezy.
“It was the color of absolute seduction for Mr. Saint Laurent,” he explained.
The flacon’s textured cap gives a nod to fabric.
Manifesto will be introduced starting in France on Sept. 10. Also in September, it is to be launched in the local and travel-retail channels of major European countries, such as Germany, the U.K., Italy and Spain, plus Dubai. In March 2013, the scent will make its debut in the rest of the world, including the U.S., bringing its door count up to 25,000.
The Manifesto lineup includes 30-, 50- and 90-ml. eau de parfum sprays that are to retail in France for 54 euros, or $66.35; 77 euros, or $94.60, and 101 euros, or $124.10, respectively.
The goal is for Manifesto to become a YSL fragrance bestseller like Opium, which was launched in 1977. That fragrance’s advertising was updated last year with a campaign featuring actress Emily Blunt.
“It has incredibly boosted sales,” said Bezy. “Opium is back in the top 20 in Europe.”
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)