LIBRE, from East to West, the new women’s fragrance by Yves Saint Laurent, is setting Travel Retail and duty-free ablaze.

Since mid-October, the “sexy cool floral scent”, has been launched in the Middle East with an impressive-scale campaign at Dubai Duty Free: passengers moving through the airport cannot miss the major media campaign, with no less than 355 screens showing the Libre film.

And, when travelling through the airport’s Terminal 1, they can currently see the imposing 40-m2 pop-up event site, complete with giant letters spelling out LIBRE, huge visuals featuring YSL ‘s new muse Dua Lipa, and the immense sculpture created with over one hundred bottles of the iconic fragrance.

Travelling customers can also enjoy the immersive LIBRE photo booth, where they can express what freedom means to them (“I am free to…”), and take their photo with them on their onward journey. Going one-step further, customers can also take away their own personalised bottle of LIBRE, engraved with their initials.

With the unique ‘Sounds of Freedom’ retail experience, three of the visionaries behind the creation of LIBRE – perfumer Anne Flipo, designer of the iconic bottle Suzanne Dalton, and muse Dua Lipa – appear on three different screens, discussing their involvement in the Libre project and what freedom means to them.

For the very first time in Travel Retail, an exclusive and generous large-scale e-sampling campaign has been implemented, inviting travellers visiting Dubai to register on a website before they travel, after which they receive a sample of the fragrance at home.

This omni-channel experience enables travelling consumers to discover the fragrance both before and during their journey.

The influencer Rania Fawazz, with over 700,000 followers, even visited Dubai Airport herself to enjoy the Libre experience at the pop-up. She was won over by the Libre make-up look and shared these moments of freedom on her Instagram account.

Dubai Duty Free Senior Vice President-Purchasing, Mss. Saba Tahir, said:
‘With L’Oréal Travel Retail our N°1 Perfumes & Cosmetics partner we aimed to strengthen our fragrance category by maximising the new Yves Saint Laurent Feminine Launch. Our collaboration for Libre launch is the perfect proof to how successful 360° partnership between Dubai Duty Free and strong brands can be. The magnificent Yves Saint Laurent Pop Up in Concourse D is the illustration of a complete plan also including several events spots, a trip to Paris contest, online and offline digital activation with a first-time pre sampling operation and the presence at our airport of a regional beauty influencer. With Libre, Yves Saint Laurent and Dubai Duty Free took the launch activation to the next level, offering millions of passengers an immersive beauty journey, including exclusive services and exceptional experiences around a one of kind scent while breaking new records and ranking N°1 fragrance across the airport in October.´