May launch for YSL L’Homme Sport

By Doug Newhouse |

L’Oréal Luxe Travel Retail is launching Parfums Yves Saint Laurent’s new masculine fragrance L’Homme Sport into travel retail this May.

The new fragrance is said to embody ‘a new woody freshness’, with ‘a wave of citrus note warmed by a sensory amber trail’, with the face of the fragrance ‘embodied’ by well-known actor Oliver Martinez.

L’Oréal describes this as ‘a major launch’ of a very masculine looking presentation, backed by a ‘modern day hero’ personality such as Martinez who has several well know film credits to his name.

During the promotional film for the fragrance, Martinez takes on the role of ‘a sexy motorcycle rider with a charismatic rock appeal’. The company describes his portrayal as ‘unapologetic masculinity’.

The fragrance has been created by Anne Flipo – the original L’Homme architect back in 2006 – as well as Juliette Karagueuzoglou. Commenting on the latest version, Flipo said: “Men don’t want  to have to choose between freshness and elegance or freshness and strength anymore. They want to find all their desires for refinement and virility in the same fragrance.”

The smart new bottle presentation retains the clean lines of the original, with simplistic clear lettering in metallic and red, featuring the Yves Saint Laurent name on both bottle and cap.


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