Reinventing fragrance marketing with YSL MYSLF’s interactive Twitch campaign

Yves Saint Laurent (YSL), a global powerhouse in the beauty industry, unveiled a more intense version of their MYSLF fragrance all under the audacious banner: “Being myself is the boldest thing I can do!” The new scent needed an equally bold launch with a clear mission to drive awareness among male Gen Z audiences by delivering an authentic and immersive experience.

Together with our in-house Twitch Brand Partnership Studio (BPS), the global YSL team developed a custom branded game that made the community part of the action. In the first phase of the livestream, the streamer received a treasure box locked with a four-digit code. To unlock it, he had to solve a series of riddles, with each correct answer revealing one of the digits. Once the box was finally opened, unveiling the new YSL MYSLF fragrance, the experience shifted to the second phase with interactive mini-games that immersed viewers in the MYSLF world. Through these challenges, the audience discovered the fragrance’s key ingredients and deeper brand narrative. By weaving game mechanics into the storytelling, viewers weren’t just watching, they were actively shaping the journey, embodying the campaign’s message of being bold by being yourself.