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#YSLBEAUTY IN 2017, YVES SAINT LAURENT BEAUTÉ LAUNCHED A NEW MASCULINE FRAGRANCE THAT TURNED THE FIRST LETTER OF YVES SAINT LAURENT’S NAME INTO A QUESTION: Y. WHY? — Because the Yves Saint Laurent man has always been a dreamer and a risk-taker. An experimenter and a creator who never stops asking himself: WHY NOT? Confident, independent and instinct-driven, he’s always looking for new ideas and experiences, striving to shape the world… — A cool-hot masculine scent matching crisp radiance and addictive intensity, Y captures his spirit. Because the guy with the “why” knows where he’s going, and he knows what he wants. Because he’s got the drive to go and get it. Always going further in his journey to self-accomplishment. — IN 2020, Y GETS A NEW CAMPAIGN MORE THAN A QUESTION, IT’S AN APPROACH TO LIFE. A CHALLENGE TO YOURSELF. A RESPONSE TO SOMEONE’S JUDGMENT. WHY A DARE. TURNING A DREAM INTO REALITY NOT? THE MAN. ROCK LEGEND LENNY KRAVITZ BECOMES THE INSPIRING NEW YCON “I CREATE TO INSPIRE MYSELF AND IF I CAN INSPIRE OTHERS, THEN THAT IS BEAUTIFUL.” — OF Y LENNY KRAVITZ He’s cool. He’s hot. He’s an icon in the YSL style, whose mane of dreadlocks and dark glasses are instantly recognizable the world over. An authentic, inspiring showman who has penned epoch-mak- ing hits like “Are you gonna go my way”, “It ain’t over til it’s over”, “American woman”, “Again”, “Fly Away”… — In September 2020, the YSL Beauty family is thrilled to welcome Lenny Kravitz as the new face fo Y. — Determined, brainy, bold, and charismatic, always pushing back boundaries – as a singer, songwriter, producer, instrumentalist, actor, fashion icon, photographer, designer… The multi-faceted creator couldn’t be a better fit for Y. — Edgy luxury. Daring. Cool. Modernity. A forever-young spirit. And above all, the constant drive for self-accomplishment. Lenny Kravitz is the very embodiment of Y’s values. Because he’s always ready to meet any challenge. Going higher. Keeping every path open. Asking himself and the world: WHY NOT? — Since the arrival of Let Love Rule in 1989, Lenny Kravitz has patented a unique fusion of rock’n’roll, funk, blues and soul. He has won four consecutive GRAMMY® Awards, setting the record for “most wins ever in the ‘Best Male Rock Vocal Performance’ category”, and sold 40 million albums world-wide, with 11 gold albums. An acclaimed actor, Lenny Kravitz’s on-screen output includes “The Hunger Games” franchise, “Precious”, and Lee Daniel’s “The Butler”. A fashion icon, accomplished musician and born performer, he has turned his hand at design and photography with equal success. — The legendary artist is also a loving father to the actress and musi- cian Zoë Kravitz, his daughter by the actress and director Lisa Bonet. Today, he is especially proud to join Zoë, ambassador of Yves Saint Laurent Beauty since 2017, as a new member of the YSL family. “For once I get to follow in my daughter Zoe’s footsteps as a brand ambassador. I love that”, the proud father says. — THE CAMPAIGN. WHY NOT? THE YCON’S JOURNEY “MAN, MUSICIAN, CULTURAL ICON. THERE ARE NOT MANY PEO- PLE COOLER THAN LENNY KRAVITZ. HE’S A NATURAL SHOWMAN, A FASHION ICON, A DESIGN GURU, AND A GENUINE ROCK STAR. HE OOZES STYLE AND CHARISMA AND IS THE PERFECT CHOICE TO BE THE NEW FACE OF Y.” — ANTON CORBIJN, DIRECTOR OF THE NEW Y CAMPAIGN It’s the answer to a question asked long ago and every day since, as the artist challenges himself to go further… Still passionate. Still learning. Still in love. — Why not? More than a question. It’s an approach to life. A dare. A journey. Why not? is the theme of the new, spectacular Y television campaign starring Lenny Kravitz. — With the new Y film, the acclaimed director Anton Corbijn captures both the thrill and intimacy of one of the most iconic moments in a rock star’s life. His solitary walk to the stage, reflecting his life’s journey – everything that brought him to this moment. The ultimate self-accomplishment: an electrifying performance for an adoring crowd. — “For this film, the walk to the stage is much more than just a walk”, the director Anton Corbijn explains. “It is a metaphor for life. The walk represents a greater journey; the journey that began with a dream and leads to a life of success and achievement. This is Lenny’s journey, but it mirrors the definition of Y.” — In the first image of the film, we get an instant thrill, a rush of recog- nition as the upbeat, thrilling chords of “Are you gonna go my way” set the pace… A song still as fresh today as it was in ’93 when it came out. The hit that turn the cult performer into a global superstar. — Cut to clasped hands. Silver rings. Dressed in a sharp YSL black python jacket in the backseat of his car, wearing his dark glasses, Lenny Kravitz looks every inch the rock star. We feel his intense con- centration in the quiet before the storm. — Stepping out of the car, he walks into the building. People part to let him through. Alone, focused, a master of cool, Lenny Kravitz pauses in front of the mirror and removes his sunglasses. As he confronts his reflection, he sees the moment that led to where he is now… — We discover Lenny, aged 15 (model Jordan Bradley) playing his gui- tar, alone in his room. His journey in music has already started, the day his father surprised him, when he was six or seven years old, by taking to Madison Square Garden to see his favorite group, the Jackson Five. — “After that concert, I saw it, I felt it, I heard it: the whole presentation, the energy of being in the audience. That was it. From that day forward I was obsessed with making a life in music”, Lenny Kravitz confides. — Soon, he will be leaving home to make it, whatever it costs. In young Lenny’s eyes, we feel music is his passion. We read his hopes and dreams. We sense the moment when he first asked himself the question… — WHY NOT? As we hear the question, we see the star today, still gazing at the mirror. The time has come for one last ritual. He reaches for a bottle. He would never go onstage without a spray of Y Eau de Parfum. That ultimate touch he needs to get into the moment. More than a scent. An aura. Breathing in Y, eyes closed, the man turns into the rock legend. — Leaping onstage, he launches into “Are you gonna go my way”. His performance is sexy, exhilarating, larger than life. The crowd goes wild. Flashback to young Lenny playing the drums in his room. He raises his arms in a gesture of striving and triumph, as he challenges the world with the question: WHY NOT? — Cut again to Lenny onstage. He lifts his arms into the air, creating a Y with his body. He is the man he dreamed of being. It is a moment of complete surrender to his music and to his adoring public. Of perfect self-accomplishment. — He slowly falls into the huge crowd converging towards him and is carried by a sea of outstretched hands, his body forming a perfect Y, in an almost surreal vision… Cut to the Y bottle as we hear him say the words:Y. L’Eau de parfum. Yves Saint Laurent. — SOUND LIKE A ROCKSTAR. ACT LIKE A ROCKSTAR. YOU CREATE BE A WHO ROCKSTAR. YOU ARE. WHY NOT? THE DIRECTOR If there was one man who could express both the legend and inti- macy of a rock icon, it is the German director, whose career encom- passes photography, music videos, feature films and commercials. Perhaps best known for immortalizing some of the greatest figures of rock’n’roll, from Joy Division to U2 and the Rolling Stones. Moving seamlessly from photography to video, he has since made over 80 promos for artists like Nirvana, Nick Cave or Coldplay. Anton Corbijn’s first feature film, “Control”, about the life and death of Joy Division singer Ian Curtis, has won 20 awards including the Camera d’Or at the Cannes Film Festival. Since then, he has directed “The American” (2010) starring George Clooney, “A Most Wanted Man” (2014) and “Life” (2015), about James Dean and photographer Dennis Stock. ANTON CORBIJN THE PHOTO -GRAPHER In YSL Beauty’s new print campaign for Y, it is the iconic portrait of a rock star: Lenny Kravitz looking boldly, straight into the camera, elegantly holding his guitar, sharply dressed in his YSL suit… His cha- risma is captured by David Sims, an acclaimed fashion photographer whose impeccably cool credentials include i-D, where he debuted his career in 1985, “The Face”, “Dazed and Confused”, the US and French “Vogue”, “W” magazine, and “Harper’s Bazaar”. The Sheffield- born David Sims began his editorial career in 1985 shooting for i-D. Named Photographer of the Year in 1996 at the International Festival of Photography, David Sim’s work has been exhibited across the globe, with solo and group shows at the Museum of Contemporary Art Tokyo, the Fotomuseum Winterthur in Switzerland and the Institute of Contemporary Art in London, among others. DAVID SIMS LENNY KRAVITZ THE FRAGRANCE Y EAU DE PARFUM TURNS A CLASSIC GENRE INTO A ROCK’N’ROLL CLASSIC As cool and hot as its new ambassador Lenny Kravitz, “Y Eau de Par- fum” is a striking new take on the most iconic masculine fragrance family, the fougère, composed by a true rock star among noses, Mas- ter Perfumer Dominique Ropion.

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