Have You Seen Jessica Chastain’s Yves Saint Laurent Manifesto Ad?

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After many weeks of speculations, Jessica Chastain’s Yves Saint Laurent Manifesto perfume ad campaign is now available. Shot by Mert & Marcus, the campaign promotes that same feeling of women empowerment through creativity and art, using substantial financial means.

The perfume reportedly smells like sandalwood (mainly) but my main question is why does it talk about Yves Saint Laurent and not Saint Laurent? Isn’t the beauty aisle of YSL suffering the same rebranding process as the rest of the maison? (subsequently becoming Saint Laurent Paris?) Either way, do hit the jump to see the video campaign, you’ll understand what I meant with empowerment and all…

Jessica Chastain YSL Manifesto ad campaign


#1 Riana on 09.17.12 at 10:22 am

I have read that the beauty section goes on with the name YSL. Kinda odd and confusing right? But very nice for our reliable Touche Éclat. We all know that the brand needs the beauty products and such to support the fashion section. Lots of people do not follow what’s really going on with a brand’s collection but are just ‘brand followers’……

Ahhh, way to go Selah Sue! She’s Dutch. The thing with this commercials is only 50 secs or even less are left for showing on tv after cutting and new editing. Yes, I’d check that out ;)

#2 ana on 09.17.12 at 1:33 pm

I. cant. believe.
Last week I was about to suggest to Kpriss to post some Selah Sue´s song here. I saw her on TV and inmediatelly fell in love with her music.
I thought she was Belgian??

This is one beautiful ad. Jessica looks glorious.

The rebranding is only for the ready to wear. The licences will keep the original name and the original logo. The beauty sector is owned by L´oreal and glasses by Safilo (?).
It would cost too much for them to make a change (now) only to see Hedi out in a few seasons (it is a possibility. perhaps remote, but still.)
Mr Slimane did the same when he took the helm at “Christian Dior Monsieur “and renamed it ” Dior Homme”.
It is a trick. “It will make us pay more attention and watch what happens next” says an executive from a global branding consultancy agency.

#3 Riana on 09.17.12 at 2:58 pm

Sorry, she is!! She’s awesome. I have seen her so often live here. Also in my home town when she started her career. I’m also a big fan of Triggerfinger with whom she perform so now and then.

ana, I can’t be bothered by all these name changes to be honest. And I am not a potential buyer either. It’s like the thrill has gone due to all the hypes the last decade and the crisis….I follow with far more attention the smaller names/brands I can actually afford. I buy Touche Éclat simply because I really like the product and can’t do without it since it’s so effective.

As for this commercial; of course Jessica looks great she always does. But cut and edited I see something different than what I see here.
So where besides fashion websites do they show commercials like this without editing to 30/50 secs?

#4 kpriss on 09.17.12 at 9:14 pm

It would’ve been such a shame to change even the wonderful packaging that is YSL Touche Éclat! You’re right!

thank you, ana! As always, you know so much ;) and you’re absolutely right, it’s a trick. A bold one, but a trick nevertheless. I’m with Hedi on this one, fashion needs fresh blood infusions every now and then. Hopefully he won’t get tired of playing designer and he’s stick to what he’s doing now. Coherence is also something I appreciate in certain fashion houses.

Take Chanel, for instance, as much as I think Lagerfeld has drained out, I like his consistency with the brand. Keeps the image intact. Dusty, but intact.

Jessica Chastain is lovely. And what I like about her the most is her down – to – earth quality. Maybe that’s why I’m having such a hard time accepting her diva character in this ad.

TV commercials are super aggressive. Because the viewers (and it’s just speculation, based on some logical observations, please feel free to correct me at any time!) don’t watch the TV commercial per se but instead they grew accustomed with visual bombing, everyone must adjust their advertorial approach to fit that. Short, flashy moments of very intense happenings with huge amounts of brand concentration.

#5 Riana on 09.18.12 at 3:54 am

Plain and simple it’s called brainwashing. And it shows in the streets how good it works. As well in looks as behaviour of many people.

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