YSL’s latest activation for Muse at Dubai Duty Free.

YSL Beauty has unveiled the newest pillar of its reimagined Le Vestiaire des Parfums collection, with the fragrance ‘Muse’ taking centre stage in a high-profile activation at Dubai Duty Free.

Running until 15 January 2026, the activation marks the global travel retail debut of the brand’s updated Haute Parfumerie universe and signals a significant push in the collection fragrance segment.

The Dubai installation is supported by further elevated executions across key hubs including Paris Charles de Gaulle with Extime Duty Free Paris, Muscat International Airport with Muscat Duty Free, Geneva Airport with Lagardère Travel Retail, and Beirut–Rafic Hariri International Airport with Beirut Duty Free.

Together, these touchpoints reinforce YSL Beauty’s commitment to engaging the luxury-oriented international traveller with a more immersive, personalised experience.

The activation coincides with the full renovation of Le Vestiaire des Parfums, which originally debuted in April 2025. The revamp introduces a refined design language across bottles, merchandising and retail podiums, along with an expanded olfactory ritual featuring new hand and body washes and home scents including scented candles. Every element has been redesigned to create a heightened sense of ceremony and couture-inspired discovery at point of sale.

Drawing on the artistic vision of Monsieur Saint Laurent, the collection continues to translate his iconic fashion codes into an Haute Parfumerie universe, with each scent created by master perfumers as a tribute to the couturier’s creative world.

The Dubai Duty Free activation is running until 15 January 2026.

The new hero fragrance, ‘Muse’, blends enigmatic ink notes with soft iris and sensual vanilla, creating a distinctive olfactive signature intended to intrigue travellers seeking statement scent compositions.

The reimagined retail journey places emphasis on personal expression. Travellers are welcomed to an olfactive table for guided discovery across the full collection before exploring a personalised fragrance-layering ritual that allows them to create a scent unique to their own preferences. Each purchase can then be engraved on the bottle, completing the experience at a premium gift-wrapping station designed to elevate the moment of purchase into a luxurious keepsake.

YSL Beauty is unveiling the newest pillar of its reimagined Le Vestiaire des Parfums collection.

With the upgraded collection and high-visibility travel retail rollout, YSL Beauty is positioning Le Vestiaire des Parfums for stronger penetration in the selective perfume segment, offering global travellers an elevated, couture-inspired experience anchored in craftsmanship, personalisation and the brand’s enduring creative heritage.

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