The MYSLF activation at Istanbul Airport.

L’Oréal-owned Yves Saint Laurent (YSL) Beauty has introduced its new refillable men’s fragrance MYSLF at Istanbul Airport, in partnership with Unifree Duty Free and Gebr. Heinemann.

The launch is being supported by a high-profile pop-up store. This retailtainment space includes the MYSLF Lab, which allows travellers to customise their fragrance bottles using a UV printer. 

MYSLF is YSL Beauty’s first floral woody masculine scent. It was designed as a ‘’generational statement’’, that offers a new representation of masculinity. The fragrance face is US actor Austin Butler, best known for his acclaimed portrayal of Elvis Presley in the 2022 musical biopic ‘Elvis’.

The juice is composed around a bergamot accord, enhanced by orange blossom and woody base note. The refillable bottle features recycled glass.

“MYSLF is a modern fragrance that resonates with today’s world and offers an olfactory adventure at the crossroads of tradition and innovation, noted Gebr. Heinemann Director Marketing Jens Peter Peuckert.

The eye-catching animation features the MYSLF Lab, which allows travellers to customise their bottles using a UV printer.

“The new pop-up store reflects this notion perfectly. In line with our mission statement, it provides travellers with an unforgettable and personal experience. Furthermore, it serves as a testament to our fruitful collaboration with Yves Saint Laurent Beauty.”

Unifree Duty Free Chief Commercial Officer Ceren Tonguç added: “At Unifree Duty Free we are always committed to providing best products and services to our passengers in all our operations. On that account we are pleased to have Yves Saint Laurent Beauty on board for this special shopping experience.’’

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