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Dec. 20, 2025
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Fragrance and personal care

YSL Beauty disrupts fragrance norms in light of new L’Absolu release

September 12, 2025

The brand has named NBA champion Shai Gilgeous-Alexander as U.S. Voice for Myself Absolu. Image credit: YSL Beauty

 

By Amirah Keaton

France’s YSL Beauty is leveraging sports star power in a new campaign.

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  1. Ennismore picks Bangkok site for first-in-region SLS Residences
  2. Dior builds five-story statement flagship in Beijing
  3. Brunello Cucinelli casts holiday spell with ‘Cinema Meraviglia’
  4. Happy Holidays!
  5. US luxury car market expected to double in next decade: BCG
  6. ‘The defining theme of 2026 is connection – between people, systems and senses’: The Future Laboratory
  7. Luxury Unfiltered: How AI undermines the essence of luxury
  8. Luxury Unfiltered: Why the best luxury experiences look exactly like the worst ones (on paper)
  9. Chef Yotam Ottolenghi to debut first Netherlands restaurant at Mandarin Oriental Amsterdam
  10. Louis Vuitton shares names of final Watch Prize contestants, jury members
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