Yves Saint Laurent Beauté Y Eau de Toilette | Roots and Intensity | Clapboard

To know where you're going, you need to know where you're from.

Description

In 2022, Yves Saint Laurent Beauté unveiled a captivating campaign for its iconic fragrance Y Eau de Toilette, titled To Know Where You’re Going, You Need To Know Where You’re From. This integrated campaign, rooted in the fashion industry, brings to life a powerful narrative through a singular, evocative underwater image that features the emblematic YSL Cassandre logo submerged on pristine white sand beneath a serene blue sea, then gradually ascending toward the light. The visual metaphor embodies a journey of rediscovery and emergence, reflecting the essence of the fragrance itself—a mineral woody fougère that contrasts aromatic lavender with sensual woods, delivering a new level of intensity described as a blue wave of clean and sexy. Central to the campaign is rock legend and YSL Beauty ambassador Lenny Kravitz, who reveals a more intimate, authentic side of himself by reconnecting with his roots on the island of Eleuthera in the Bahamas. This personal journey is captured in a film that illustrates how Lenny draws creative energy and passion from his ancestral home, where the natural beauty and cultural heritage fuel his artistry. Complementing the story, the campaign features a specially recorded, rawer, and more acoustic rendition of the classic track Are You Gonna Go My Way, reinvented by Kravitz himself to align with the campaign’s meditative and dreamlike tone. Together, the striking visual, the sonic reinterpretation, and the narrative of origin create a deeply emotional and sensory experience that reinforces Y Eau de Toilette’s message of intensity, authenticity, and timeless elegance, positioning it as a fragrance for those who understand the power of knowing where they come from as they chart their future.

Credits

Client

Yves Saint Laurent Beauté

Agency

BETC

Account Management

Delphine de Canecaude, Fanny Fragu, Julia Schenck, Letizia Felici, Isabelle Mocq

Executive Creative Director

Florence Bellisson

Creative Director

Fanny Buratto

Art Director

Julie Richard

Music

Adam Ghoubali, GUM

Producer

Fabrice Brovelli

Production House

PHANTASM

Director

Jessy Moussalem

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