NEW
YORK, July 31, 2024 /PRNewswire/ -- Today, YSL
Beauty unveils its new artistic expression for LIBRE FLOWERS & FLAMES – the new warm
sun-kissed floral fragrance sensation. This digital project echoes
the fragrance's global campaign, a captivating story of fiery
femininity starring the iconic superstar and global ambassador
Dua Lipa. This US initiative turns
the lens on a diverse group of trailblazers, starting with
Hailey Bieber and three other
talents soon to be revealed within continuous phases of the
project. With the newest addition to the best-selling LIBRE
franchise, an endless bloom of freedom is released.
A VISION OF FREE FEMININITY:
Rooted in
sensoriality, the project is a sizzling tribute to LIBRE and its
precious assets: the couture jewel bottle, sultry floral
ingredients, and inspiring manifesto. The images and videos invite
you to the world of LIBRE – a new era of empowerment where icons of
freedom embody modern femininity.
BURN TO BLOOM is the powerful guiding language of this project,
a message of moving past the fire to bloom beautifully. Within the
heat of the fire, the LIBRE woman creates her own paradise where
she can live her unique truth in all of their contradictory powers,
promises, and realness. It is here, and everywhere, that she is
both strong in her dualities, and beautiful in her vulnerabilities
– she makes the rules. What the LIBRE women know to be true, and
echo, is that flowers bloom in the wake of their blazing
trails.
A NEW EXPRESSION OF FREEDOM & EMPOWERMENT:
This new project brings together four talents; a group of
dynamic, resilient women, who dare to live free of societal rules
and expectations, amongst the current landscape. Each one of them
is more than just a public figure, or a social media handle. The
LIBRE voices are each trailblazers for the future generation of
women. They embody the LIBRE spirit and are strong feminine voices
who live a life free of bounds.
Hailey Bieber, an entrepreneur
and trendsetter, unveils the project while stepping into her new
chapter of life. No stranger to pushing boundaries, her excitement
in this transitional time is reflected in the images, inspiring
women to face the future with confidence. Sitting atop an
architectural jewel in Los
Angeles, where dreams and reality collide, Hailey embraces
YSL Beauty's presence with a bold stature amongst the lush,
paradisial grounds.
"I'm excited to be one of the women representing this
generation and to be a part of this project during such a special
time in my life. This project allows us to show the strengths in
self-ownership, confidence, and diversity, and I am very happy to
be a part of it."– Hailey
Bieber, Entrepreneur
"YSL Beauty's LIBRE is a feminine icon, and the new
LIBRE FLOWERS & FLAMES fragrance
continues this legacy with a bold sultry scent and powerful story
of embracing one's own freedom, power, confidence. This message has
never been more important than in today's world – and we hope to
continue inspiring for years to come. We thank Tyler Mitchell for joining us on this important
project and all four women for sharing a part of their story with
us." – Juliette Ferret, General Manager YSL Beauty US
In the weeks to come, three more Voices will be announced, all
bringing their personal experiences and stories to this project
celebrating freedom.
A BOLD DIGITAL SERIES WITH AN EDITORIAL TOUCH:
Shot
and directed by Tyler Mitchell, this
new expression will drop in different chapters throughout the rest
of 2024, via digital & social channels (brand-owned + talent).
In a blend of stunning stills, evocative capsules, and an artistic
director's cut, the project celebrates the unique and distinctive
voices of those who burn to bloom, leaving their marks for
generations to come. To live authentically – the YSL Libre
way.
A NEW SULTRY SCENT:
The NEW LIBRE FLOWERS & FLAMES
by YSL Beauty is a true sun-kissed floral blast with a sizzling
blend of coco-palm tree flower accord, radiant lily flower accord,
orange blossom and vanilla.
- LAUNCH DATE: 7/30
- PRICING
- 10ML: $35
- 30ML: $95
- 90ML: $165
- AVAILABLE ONLINE AT YSLBEAUTYUS.COM AND ONLINE/ IN STORE
ALL SPECIALITY & DEPT
STORES
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SOURCE YSL Beauté