April 2025 marked a significant milestone for YSL Beauty with the renovation of its iconic Le Vestiaire des Parfums Collection.
The revamp introduces a captivating new hero pillar, ‘Muse’, and extends the collection’s olfactory ritual with an exquisite range of hand and body washes, alongside curated home scents featuring scented candles. This comprehensive redesign elevates every facet of the collection, from refined bottle aesthetics to an immersive, highly personalized selling ceremony within redesigned points of sale and retail podiums.
The launch is strategically supported by a prestigious six-month pop-up activation at Dubai Duty Free, running from 15 August 2025 to 15 January 2026. It is also complemented by elevated experiences at key travel retail hubs including Paris Charles de Gaulle Airport with Extime Duty Free Paris (the joint venture between Lagardère Travel Retail and Groupe ADP), Muscat International Airport with Muscat Duty Free, Geneva Airport with Lagardère Travel Retail, and Beirut–Rafic Hariri International Airport with Beirut Duty Free. These activations underscore YSL Beauty’s commitment to engaging the discerning global traveller.
Brand ambassadors are on hand to assist passengers with fragrance discovery and layering
Drawing inspiration from the artistic legacy and revolutionary vision of Monsieur Saint Laurent, Le Vestiaire des Parfums translates the essence of his iconic designs into an exclusive Haute Parfumerie collection. Each scent, meticulously crafted by renowned perfumers, serves as an olfactory embodiment of the couturier’s style and spirit, reflecting emblematic pieces, high-end materials, and the wellspring of his creative inspirations.
‘Muse’, the collection’s new hero fragrance, masterfully blends enigmatic ink notes with soft iris and sensual vanilla, creating a distinctive and memorable olfactive signature designed to captivate and intrigue.
The Personalized Selling Ceremony encourages travelers to make their fragrances truly theirs
The re-imagined retail experience and highly personalized selling ceremony are designed to redefine collection fragrance discovery. Customers are welcomed to an olfactive table for a guided journey through the lineup, followed by a unique fragrance layering experience that encourages individual expression. The journey culminates with the exclusive option to personalize their chosen fragrance bottle with an engraving, transforming it into a cherished keepsake. This bespoke interaction concludes at a sophisticated gift-wrapping station, ensuring a memorable and luxurious interaction from start to finish.
This revamp and strategic travel retail push position YSL Beauty to significantly enhance its footprint in the collection fragrance segment, offering travellers an unparalleled and personal experience.
