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.
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.
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.
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.