Amid restructuring and renaming at the fashion house of Yves Saint Laurent now under the aegis of Hedi Slimane and rebaptized Saint Laurent Paris, the perfume house keeps its original brand name. Only the famous logo "YSL" created by graphic artist Cassandre in 1961 remains as part of the comprehensive brand universe.
Manifesto, the new feminine perfume to be launched in September 2012 is meant to propose a new olfactory signature for the YSL woman and was thought out as a major pillar sillage to emulate Opium, now reportedly back in the top 20 fragrances in Europe thanks to the new ad campaign featuring Emily Blunt...
When we think of the archetypal YSL woman as transposed into fragrance bytes, the first image that comes to the mind is the ad campaign for Rive Gauche (1971) which was echoed later by its mass-market American version, Charlie (1973).
Actress Jessica Chastain is now the face of Manifesto in an advert signed by Mert Alas and Marcus Piggott. Her hands are sleekly gloved with dripping purple paint in lieu of leather gloves, the latter which are making a comeback in the world of fragrances be it at Maître Parfumeur et Gantier or at L'Artisan Parfumeur.
Perfumers Anne Flipo and Loc Dong of IFF created the woody floriental juice featuring notes of jasmine, white corollas, lily of the valley, blackcurrant, vanilla, tonka bean and cedar- and sandalwood.
The perfume launches on September 10, 2012 in France and in March 2013 in the rest of the world, including the US.