Libre is about to get extra intense. The hit perfume from YSL Beauté is launching its fourth iteration of the scent, with a “le parfum” stage that amps up the facility.
Dua Lipa returns because the face of the perfume for the new marketing campaign, with stills shot by photographer Tyler Mitchell and a brief movie from Grammy-winning music video director Jenn Nkiru. Lipa takes on the anthemic George Michael music “Freedom,” up to date for the TikTok era.
Choosing the title “Libre,” which suggests “free” in French, may need been a stroke of luck when it was chosen in 2019.
“We labored on this just a few years in the past, and if you see the best way the world goes at the moment freedom has by no means been a lot in danger,” stated YSL Beauté chief govt officer Stephan Bezy. “The aspiration for freedom has by no means been so excessive, so it’s a really aspirational title, a really aspirational idea. There may be very robust want for freedom.”
Lipa, he stated, embodies this ethos “as a result of she’s fierce, she’s daring, she’s free, and she or he’s a wise, highly effective, robust, unbiased girl.” Lipa has been with the model since earlier than she turned the worldwide celebrity she is now, “which is completely incredible for us,” stated Bezy. The newest marketing campaign sees her coming eye-to-eye with an eagle, strolling on a abandoned seaside, dancing within the rain and shouting the long-lasting music title in opposition to a backdrop of fireplace.
Bezy clarifies that the perfume shouldn’t be a flanker, however a part of an expanded vary of the Libre scent. Libre le Parfum follows the eau de parfum, eau de parfum intense and softer eau de toilette and provides saffron notes to the juice created by famed perfume grasp Carlos Benaïm.
This time they took Benaïm to the corporate’s Ourika Community Gardens within the foothills of the Atlas Mountains, 30 miles exterior of Marrakech. YSL Beauté harvests some uncooked supplies from the 100 species of flowers that develop on the botanical grounds, however this time they used {industry} Headspace know-how to seize the perfume of the saffron that grows there. It’s the primary time they used the approach inside their gardens, and the result’s a deeper earthiness to the scent.
Dua Lipa within the Libre quick movie.
Libre has been phenomenally profitable for the group. In 2021 monetary outcomes, L’Oréal Group chief govt officer Nicolas Hieronimus, YSL Beauté’s licensee, stated Libre entered the highest 5 fragrances worldwide. While outcomes aren’t but obtainable for 2022, Bezy stated preliminary outcomes are “extraordinarily profitable.” Libre fragrances rank second in Germany, sixth in Spain and eighth in France. It’s additionally within the prime 5 in China and the highest 10 within the U.S.
Bezy stated the perfume has been a hit throughout areas. “It’s fairly spectacular, as a result of some fragrances generally are very regional — they work nicely in a single market however not in one other — and that is very profitable within the U.S. market, the European market and the Asian market as nicely.” He stated all iterations of the scent do nicely as a result of core perfume in addition to bottle design, which was created to change into a “luxurious object” in step with the Yves Saint Laurent authentic model.
Libre is hitting a candy spot amongst Millennials, he stated, although it covers a broad age vary. Black Opium skews a bit youthful and Gen Z, he added. They will roll out physique oil, physique milk, bathe gel and different scented merchandise within the perfume household.
Asked how a lot the perfume sector helps the YSL Beauty enterprise, Bezy wouldn’t expose specifics, “however it’s vital, as you’ll be able to think about. Fragrance is an enormous a part of the enterprise.”
The marketing campaign is being rolled out to print, TV and throughout social. For the new perfume, Bezy hopes it will likely be as well-loved because the iterations earlier than. “I really like studying the feedback,” he added.
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