Syncly Social Index
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Fragrance
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YSL on video, September 2026
YSL fragrance ranks first on the Syncly Social Index for fragrance in September 2026, with a score of 74.2. It leads on unprompted mentions: 57% of sampled videos named YSL without tagging it, and among its most-viewed sampled videos the untagged ones held 84% of views. Its two biggest videos came from one retailer, Macy's.
Syncly Social Index score
A 0–100 score built from six short-form video signals, relative to brands in the same category.
This page covers YSL fragrance on video only. A video counts when it names YSL (or Saint Laurent, Black Opium, MYSLF or a Libre variant) and uses both a perfume word and a scent word. Videos that only pair YSL with makeup are removed, which leaves 717 September videos. Three components score high. Untagged share: 57% of sampled videos said or showed YSL without naming it in the caption, hashtags or handles. Momentum: its share of beauty video rose 30% from August, second only to Valentino. Reach: 5.7% of its videos passed 100k views, also second in the panel.
Volume and breadth are middling. YSL holds 10.3% of fragrance-panel mentions, fourth of 10, and its top 10 creators made 8.7% of its videos, seventh on breadth. Sentiment is mid-pack: 46% of non-sponsored sampled videos were positive and 1 of 59 was negative.
Key numbers
change in share of category videos vs. the prior month
Most-viewed YSL videos
The most-viewed videos mentioning the brand this month.
A month of YSL videos
Videos per day. Highlighted days are the three biggest, with the top video from each.
What YSL videos are about
Sep 12 (38 videos), the busiest day: the top on-topic video was a reviewer's eight fall and winter picks, ending on YSL Tuxedo (172K views, watch). The day's most-viewed match was a birthday haul where the YSL item is a bag, so we skipped it (watch).
Sep 20 (35): a fragrance tier list rated YSL Y EDP 'an easy A tier' (707K, watch).
Sep 4 (33): Macy's fruity-fragrance edit listed YSL MYSLF in on-screen text only (13.9M, watch). Daily volume ranged from 13 to 38.
Libre is the YSL fragrance named most often, in 383 September videos, with share up 31% from August. Black Opium (86, down 13%) and MYSLF (67, down 15%) follow, then La Nuit de L'Homme (51). The scent terms match the Libre line: vanilla (182 videos), lavender (86), orange blossom (76) and sandalwood (65). On the men's side, reviewers name Y EDP and Tuxedo, as in a 172K-view fall and winter list that ends on Tuxedo (watch).
Most-mentioned products
| Product | Videos | Change |
|---|---|---|
Libre | 383 | +31% |
Black Opium | 86 | −13% |
MYSLF | 67 | −15% |
La Nuit de L'Homme / L'Homme | 51 | |
Other lines (Mon Paris, Babycat, Kouros, Le Vestiaire des Parfums) | 50 |
Top keywords
Top hashtags
Where and who
Instagram Reels carries 39% of YSL fragrance videos, TikTok 31% and YouTube Shorts 30%, and 85% are in English. Paid content is light: 17 of 219 TikToks carried the paid-partnership flag, and organic TikToks passed 100k views about twice as often (11.9% vs 5.9%). The most active creator, @lenalolitaa, posted 14 videos, and @fragranceflan posted 9. Macy's posted the two most-viewed videos. Dior is the brand most often named with YSL (118 videos), followed by Valentino (99) and Armani (98).
Platforms
Sponsored vs organic on TikTok
Most active creators
Where the videos come from
Untagged and sentiment
57% of sampled videos named YSL only in speech, on-screen text or the AI summary. The biggest is a 13.9M-view Macy's video that lists YSL MYSLF in on-screen text without a YSL tag (watch). A second Macy's edit shows Libre Santal Couture the same way, with 9.9M views (watch). Reviewers do it too: a 707K-view tier list rates YSL Y EDP 'an easy A tier' out loud, untagged (watch).
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Brands mentioned alongside YSL
Share of the brand’s videos that also mention each brand. These are the brands viewers see it compared with.
Product reports
Frequently asked questions
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.