UAE. YSL Beauty has successfully partnered with Dubai Duty Free in a pop-up store for Libre Le Parfum YSL Beauty that featured a Libre campaign film and imagery starring British singer/songwriter Dua Lipa.
The pop-up at Dubai International Airport (DXB) Concourse D, launched on 15 September and ran until 2 October.
The podium featured a flaçon-shaped tower of Libre fragrances set against a marble design. One of the highlights was a personalisation service run in partnership with a Parisian artist. The service offered travellers their own bespoke YSL Libre Le Parfum fragrance bottles.
Inspired by the fashion house’s iconic branding, the YSL Libre Le Parfum film shined the spotlight on the bottle’s design and YSL Beauty’s craftsmanship.
The video was filmed by Nigerian-British director Jenn Nkiru and featured Lipa’s own rendition of the song ‘Freedom’ by singer George Michael. In the film, Lipa is depicted as a fearless woman who embraces freedom and femininity.
The other side of the podium showcased the masculine Y fragrance. It was dressed in a navy blue colour palette with the words ‘Why Not’ emblazoned in big white letters.
Libre Le Parfum was created by International Flavours & Fragrances (IFF) Master Perfumers Anne Flipo and Carlos Benaïm. It balances orange blossom and lavender top notes and bergamot heart notes, with warm spicy base notes of ginger and saffron. Unlike the original YSL Libre scent, Le Parfum features an exclusive saffron accord from Ourika Gardens, which was captured using L’Oréal’s ‘headspace’ technology.
YSL Libre Le Parfum is the second release in the YSL Libre collection. The original YSL Libre fragrance, launched in travel retail in 2019, was the third top-selling fragrance in the channel in 2021.
