Yves Saint Laurent has launched MYSLF L’Absolu, a new fragrance for men. MYSLF L’Absolu is a flanker to 2023’s MYSLF…
23%
But going for more niche trappings also means competing with the true indie brands, whose more unique scents have been taking market share from conglomerate-backed releases. According to March data from Nielsen IQ, indie brands now command 23% of the U.S. fragrance market, versus conglomerates’ 77%. That’s compared to 19% in 2023.
YSL is betting that Muse, with its distinct ink note, can attract a consumer looking for a more daring scent profile.
— Read more in Inside Yves Saint Laurent’s new fragrance strategy at Glossy.
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