YSL Beauty Unveils LIBRE Freedom Campaign and Vanille Couture

Yves Saint Laurent Beauty has unveiled its latest chapter in the LIBRE journey with the striking LIBRE Freedom Campaign, starring global icon Dua Lipa. Directed by Diana Kunst, the campaign takes viewers from the energy of city streets to the vast serenity of the Atacama Desert. The visuals celebrate what it means to live free at heart, blending spontaneity with sophistication in a way that only YSL can.

The film showcases Dua Lipa as the ultimate embodiment of the LIBRE woman, bold, magnetic, and unapologetically free. Her fiery rendition of Aretha Franklin’s Think adds intensity to a story of freedom and individuality. The campaign crescendos with Dua igniting the emblematic LIBRE sign in golden light, a symbol of freedom as an unshakable state of being.

Marking this new chapter, YSL Beauty introduces LIBRE Vanille Couture, the first drop in the LIBRE Couture series. Crafted by Master Perfumers Anne Flipo and Carlos Benaïm, the fragrance reinvents the classic LIBRE signature by enhancing its tension between masculine lavender and feminine orange blossom with an exclusive Vanilla Caviar Accord from Madagascar. Infused with golden rum absolute and touches of cinnamon, the fragrance radiates warmth, sensuality, and power, creating a golden olfactory experience like no other.

The Vanilla Caviar Accord is sourced sustainably from Bourbon vanilla pods in Madagascar’s Sava region through an exclusive supercritical CO2 extraction process. This method preserves the full aromatic complexity of the pods, resulting in a creamy and layered expression of vanilla that feels chic, bold, and deeply indulgent.

The fragrance is housed in a couture statement bottle designed by Suzanne Dalton. Wrapped in luminous metallic gold, the sharp lines of the LIBRE flacon are accentuated by a precision cut glass V décolletage. The iconic YSL Cassandre logo is draped across the bottle with a golden chain, topped with a sleek black cap, capturing the timeless codes of Saint Laurent couture in a modern and daring form.

With LIBRE Vanille Couture, YSL Beauty introduces the LIBRE Couture Drops, a series of limited editions designed to reimagine the fragrance icon with daring creativity and precious materials. It is a new era for LIBRE, one that celebrates freedom not just as a feeling, but as a way of life.

Follow Marketing Moves on Instagram and Facebook for more updates on how the world’s most iconic brands are shaping culture and redefining beauty through powerful campaigns.