Summary:
- YSL Beauty expands its Libre perfume line with a new fruity floral scent featuring raspberry, coconut, and lavender notes
- Dua Lipa appears in the campaign directed by Diane Kunst, emphasizing a soft aesthetic over explicit imagery
- Perfumers Anne Flipo and Carlos Benaim created the fragrance, now available for $180
YSL Beauty adds another perfume to its Libre range. The house calls this one Libre Berry Crush Eau de Parfum. This marks the first time the collection includes a fruity and floral profile. Dua Lipa fronts the campaign. She serves as the brand's global ambassador.
Director Diane Kunst handled the visual work. She frames the project as an aesthetic reading of the perfume's sweet and fresh notes. In the brand's statement, Kunst says she wanted to build something suggestive with a cinematic feel. The focus stays on mood and sensation rather than direct storytelling. She approaches the material from a female perspective.
The campaign draws from the female gaze concept. The style leans soft and playful. This connects to how the brand positions the perfume. YSL describes the scent as dominated by raspberry, supported by creamy and floral elements.
Perfumers Anne Flipo and Carlos Benaim worked on the formula. The composition includes raspberry, coconut, orange blossom, and lavender. The result reads as sweet, balanced, and layered. The brand positions this as a departure from the earlier Libre releases, which tend toward more traditional structures.
Dua Lipa has worked with YSL Beauty for several campaigns. Her involvement with Libre Berry Crush continues this relationship. The pairing makes sense for the brand, given her reach and visibility in pop culture. She sits at the intersection of music, fashion, and lifestyle content. Her audience overlaps with the demographic YSL targets for this launch.
The Libre line started with a different profile. Earlier versions emphasized lavender and orange blossom with a woodier base. This new entry shifts toward fruit and cream. The raspberry note takes center stage, supported by coconut and floral accords. Lavender stays in the mix but takes a supporting role.
Orange blossom adds a floral dimension. Coconut brings a creamy texture. The combination aims for sweetness without losing complexity. The perfumers built the formula to balance these elements. The goal was to create something distinct within the Libre family while maintaining a connection to the original concept.
Diane Kunst's direction for the campaign avoids overt product placement. The visuals lean more toward mood and texture. The approach aligns with how fragrance advertising has shifted in recent years. Brands now prioritize atmosphere over direct messaging. The female gaze angle offers a specific lens. This means the camera work and framing center female experience and perspective.
The campaign positions Libre Berry Crush as accessible and current. The visual language speaks to a younger audience. The tone stays light without becoming trivial. This approach fits with how YSL Beauty has marketed Libre since the line's start.
The perfume went live on the YSL Beauty website. The price sits at $180. This places Libre Berry Crush in the premium category but not at the top of the luxury fragrance market. The price point matches other Libre releases. YSL maintains consistency across the line.
The launch extends the Libre franchise. The brand continues to develop variations on the original theme. Each new release tests a different direction. This one explores fruit and cream. Future entries will likely explore other profiles. The strategy keeps the line fresh while building on name recognition.
Dua Lipa's involvement ensures visibility. Her social media presence and public profile amplify the campaign. The partnership benefits both sides. YSL gets access to her audience. She reinforces her position in fashion and beauty.
The fragrance industry sees frequent launches. New perfumes enter the market constantly. Standing out requires a strong campaign and a clear identity. YSL relies on its heritage and on the appeal of its ambassadors. Libre Berry Crush follows this pattern. The brand uses a familiar structure with a new twist.
Kristin Kaye
Insatiably curious about human expression, she immerses herself in literature, theater, art, and dance. Her academic journey led to degrees in Modern Literature, where she delved into The Furioso, and Historical Sciences with a focus on Contemporary History. Her studies took her to the prestigious Erasmus University Rotterdam, broadening her international perspective.
Her passion for culture isn't confined to personal enjoyment—it spills onto the pages of various publications. There, she explores not only artistic endeavors but also civil rights issues and the myriad ways human culture manifests itself. For her, writing about these topics isn't just a profession; it's an irresistible calling that stems from her deep-seated fascination with the human experience.