YSL Beauty activates Libre campaign starring Dua Lipa at Dubai Duty Free

By Faye Bartle |

YSL Libre Le Parfum at Dubai Duty Free, October 2022.

Libre Le Parfum was in the spotlight at the exclusive podium activation by YSL with Dubai Duty Free.

YSL partnered with Dubai Duty Free to unveil the new Libre campaign starring Dua Lipa, with an exclusive podium featuring the new Libre Le Parfum.

The activation launched on 15 September at the Concourse D Circle 2 podium, providing a high-profile stage for Libre, the iconic fragrance from the French brand.

The podium put the scent and its brand ambassador, British singer-songwriter Dua Lipa, firmly in the spotlight.

Visitors were welcomed by an eye-catching tower of Libre fragrances and a sleek marble design that immersed them in the premium ambience of YSL.

The new Libre campaign is based around women’s freedom and feeling ‘free’ – a state of mind that is intrinsically linked to the Yves Saint Laurent brand.

The new campaign video by female director Jenn Nkiru, features Dua Lipa covering George Michael’s hit song Freedom.

YSL Libre Le Parfum at Dubai Duty Free, October 2022.

British singer-songwriter Dua Lipa is the brand ambassador for the new YSL Libre Le Parfum.

She is depicted as a ‘fearless Libre woman’ in a series of striking images evoking ‘unfettered freedom and the power of nature’.

The Dubai Duty Free podium featured an exclusive atelier offering shoppers a coveted opportunity to take away a bespoke version of the Libre Le Parfum perfume bottle.

YSL Libre Le Parfum at Dubai Duty Free, October 2022.

The option to personalise the bottle further elevated the shopping experience.

Co-created with a Parisian artist, the luxury personalisation service took inspiration from the brand’s traditional luxury codes, with an artisan subtly applying gold, black, or silver leaves to the Libre bottle to craft a unique object for each individual client.

For Libre Le Parfum, master perfumers Anne Flipo and Carlos Benaïm (IFF) have ignited the scent’s signature sensual orange blossom and cool lavender aroma, with an explosion of warm spices.

YSL Libre Le Parfum at Dubai Duty Free, October 2022.

The reinterpretation of the signature Libre fragrance has an exclusive saffron accord.

This reinterpretation of the fragrance showcases an exclusive saffron accord from Ourika Gardens captured using cutting-edge headspace technology.

Illuminated by a fresh bergamot heart crafted for YSL, matched with zesty ginger, the distinctive saffron accord makes Libre ‘burn brighter than ever’.

The main podium activation at Dubai Duty Free ran until 2 October, with additional Libre podiums running until 16 October at the airport.

International

Alcohol insights: Conversion up, spend down in Q4

Conversion of visitors in the alcohol category in duty free has risen to 54% in Q4 2023,...

Asia & Pacific

Heinemann Asia Pacific makes breakthrough in New Zealand at AKL

Heinemann Asia Pacific is set to enter the New Zealand market with three new retail concepts at...

International

Men buy and spend more in travel retail says new research by m1nd-set

Men have a higher conversion rate and spend more when shopping in travel retail, says new...

image description

In the Magazine

TRBusiness Magazine is free to access. Read the latest issue now.

E-mail this link to a friend