YSL Beauty came out with their biggest fragrance launch of the year, their first woody floral masculine fragrance, MYSLF. I wrote English supporting copy for the digital campaign, launched in Sweden, Denmark, Norway and Finland. The challenge consisted in conveying the fragrance composition with very little background material at hand, resulting in hours spent on Fragrantica and Reddit to get a better feel for the unique fragrance notes. I opted for empowering, more emotional messaging. Placements included Meta, TikTok and Youtube, as well as Tinder, which all required slightly different framing to accommodate the different target demographics.