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Yves Saint Laurent

Founded 1964 · Yves Saint Laurent · France

YSL's fragrance line started in 1964 with Y, the brand's first scent, which is now a totally different fragrance under the same name. The house has been under L'Oréal Luxe since 2008 and the modern catalog (Y EDP, Libre, Black Opium, La Nuit de l'Homme) is built for high-volume retail with strong, immediately-recognizable openings. The earlier era produced some genuine landmarks (Opium in 1977, Kouros in 1981, Paris in 1983), though most of those have been reformulated into shadows of themselves. The current creative direction favors crowd-pleasing accessibility over the provocation the original Saint Laurent was known for.

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