Dua Lipa; the face of freedom for Yves Saint Laurent’s new Libre fragrance

By Charlotte Turner |

YSL-Libre-fragrance-Dua-Lipa-L'Oreal-lead

Dua Lipa is the face of the new feminine fragrance, Libre.

L’Oréal-owned YSL has launched new feminine fragrance, Libre into travel retail, which the French beauty and fashion house says ‘pays tribute to YSL’s most defining and enduring value: Freedom’.

 

The new juice is described as a grand floral Eau de Parfum with a blend of orange blossom flowers and lavender from France.

 

The face of the new fragrance is celebrated pop star, Dua Lipa, who L’Oréal calls ‘a cultural definer’ and a ‘cool, sultry beauty with an edgy signature style’.

 

The film and print campaign were shot by Nabil Elderkin.

 

Libre is already available in Travel Retail Europe Middle East India & Africa and the Americas and will be rolled out to Asia Pacific from 1 November.

 

L’Oréal Travel Retail says it plans to promote the new scent through various ‘major events’ in the channel.

 

YSL-Libre-L'Oréal-bottle-shot

In a bold, ‘playful move’, bottle designer, Suzanne Dalton, flipped the iconic YSL on its side, bent it to follow the sharp angle of the bottle and nailed it to the glass

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