YSL M7

Released in 2002, YSL M7 created a splash for its Tom Ford approved advertising campaign that included the fully-frontal tae kwon do champion Samuel de Cubber and not much else. The campaign was quickly edited for the U.S., which might explain its lack of punch in the American marketplace, but YSL M7, a deep, smooth fragrance centered on the oil of the agarwood (aka oud) tree, was likely a bit too far ahead of the fragrance curve for its own good.

Around that same time, crisp, fruity colognes were taking shape in the men’s marketplace and M7 appeared to suffer for staking out its own earthier territory, but now that a new breed of niche perfume companies are bringing their exclusive patchoulis, incenses and woodsy fragrances to the forefront, M7 might just enjoy a renaissance of its own — provided that YSL doesn’t discontinue it first. It’s not the easiest bottle of stinkin’ potion to get your greedy little hands on.

***Note: it’s now discontinued.

I’d place M7 in the same class as Pascal Morabito Or Black, though it has a much sweeter disposition. Robin at Now Smell This writes, “As with most fragrances containing agarwood, it starts with a bit of a medicinal edge, but that fades along with the short-lived citrus top notes. After that, it is dark, warm, and dry, with a mild spiciness and deep earthy woods.”

I can’t, and won’t, argue with that assessment.

One additional note: due to the commercial disappointment of M7, YSL released a lighter version in 2004 called M7 Fresh in a bid to capture some of the market for today’s juicier, frothier scents. M7 Fresh is said to be more sharp and green, less warm and earthen than M7 proper. I love M7 myself, and can’t imagine preferring its accountant-driven successor over the lush, striking notes of the original.

Photos of the bottle for M7 below: