New airport campaigns fan the flames for YSL’s Libre fragrance pillar

By Charlotte Turner |

YSL-Libre-Dubai-Airport-leadIn mid-October, L’Oréal Travel Retail began an ambitious media campaign for YSL’s new pillar fragrance, Libre, at Dubai Airport, playing the campaign video on no less than 355 screens.


In Terminal 1, travellers will be greeted by an imposing 40sq m pop-up, complete with giant letters spelling out Libre, together with huge visuals featuring YSL’s new muse, Dua Lipa, and a huge sculpture created with over one hundred bottles of the fragrance.


Passengers can also enjoy the Libre photobooth and take away their own personalised bottle of Libre, engraved with their initials.


“With the unique ‘Sounds of Freedom’ retail experience, three of the visionaries behind the creation of Libre – perfumer Anne Flipo, designer of the iconic bottle Suzanne Dalton, and muse Dua Lipa – appear on three different screens, discussing their involvement in the Libre project and what freedom means to them,” says L’Oréal Travel Retail.



For the very first time in travel retail, an exclusive and large-scale e-sampling campaign has been implemented, inviting travellers visiting Dubai to register on a website before they travel, after which they receive a sample of the fragrance at home. This enables travellers to discover the fragrance both before and during their journey.



In Dubai Airport’s Terminal 1, travellers can currently see an imposing 40sq m pop-up, complete with giant letters spelling out Libre.


The influencer Rania Fawazz, with over 700,000 followers, visited Dubai Airport herself to enjoy the Libre experience at the pop-up. She was reportedly ‘won over’ by the Libre make-up look and shared these ‘moments of freedom’ on her Instagram account.


Dubai Duty Free Senior Vice President-Purchasing, Mss. Saba Tahir, said: “With L’Oréal Travel Retail our N°1 Perfumes & Cosmetics partner we aimed to strengthen our fragrance category by maximizing the new Yves Saint Laurent Feminine Launch.


“Our collaboration for Libre launch is the perfect proof to how successful 360° partnership between Dubai Duty Free and stong brands can be.


“The magnificent Yves Saint Laurent Pop Up in Concourse D is the illustration of a complete plan also including several events spots, a trip to Paris contest, online and offline digital activation with a first-time pre-sampling operation and the presence at our airport of a regional beauty influencer.


Influencer Rania Fawazz, with over 700,000 followers, visited Dubai Airport herself to enjoy the Libre experience at the pop-up.

“With Libre, Yves Saint Laurent and Dubai Duty Free took the launch activation to the next level, offering millions of passengers an immersive beauty journey, including exclusive services and exceptional experiences around a one of kind scent while breaking new records and ranking N°1 fragrance across the airport in October.”



During the month of October, YSL also stage promotions at the airports of Mexico City, Cancun, Buenos Aires and New York. YSL took over JFK airport in Terminal 4 with a pop-up and the Rotunda of Terminal 1 after the security checkpoint, at the entrance of the store.



YSL took over JFK’s T4 with the new Libre campaign.


“It conveyed the premium codes of Libre, where travellers had this same opportunity to enjoy a unique experience by diving into the world of the fragrance, by discovering the notes, listening to the sounds of freedom, expressing their freedom in the photobooth and personalising it with a complimentary engraving service and taking it away with them,” says L’Oréal.


They could also complete their experience with the’ Libre Look’, with Rouge pur Couture the Slim lip colour. During the month of October, Libre reportedly became the No 1 fragrance in Terminal 4.


The imposing poster of Libre face, Dua Lipa at Inhceon International Airport.

Libre is also soaking up the limelight at Bangkok International Airport and Incheon International Airport with eye-catching campaigns.


“Deeply committed to the values expressed by Libre, Dua Lipa embodies the scent’s fiery femininity in the ad campaign shot by the cutting-edge film maker Nabil Elderkin,” says L’Oréal Travel Retail.


“At Incheon International Airport, this is a new illustration of the Libre’s eye-catching media campaign. Libre, the scent of freedom, is already garnering very promising results in travel retail.”


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