Dua Lipa, LIBRE, and YSL’s Freedom Framed All Over UAE
For Yves Saint Laurent, freedom has never been a vague idea; it’s a visual code. One that the house has refined across fashion, beauty, and fragrance for decades. With LIBRE, that code has become instantly recognizable: bold but polished, feminine without softness, confident without excess. Now, the campaign led once again by Dua Lipa, YSL Beauty brings this language back outdoors, allowing the iconic fragrance of freedom to take shape across Dubai’s urban landscape after their last campaign a month ago.
First impressions of the billboard show that it is clearly a LIBRE advertisement. Quickly, the eye travels from Dua Lipa’s portrait at the top to the word "LIBRE" in the middle to the perfumes at the bottom. It draws attention to the Eau de Parfum of LIBRE, along with its special, golden counterpart, the "LIBRE Le Parfum," presented as a spectacular duo. Dua Lipa’s face is centrally positioned in the top part of the image, tightly cropped with no movement. It is almost as if this is not a portrait of someone experiencing the freedom of the product but of someone owning that freedom. The YSL logo is positioned in the bottom-left corner without a callout. LIBRE is positioned on the central axis of the image as the campaign’s anchor. The bottles are positioned in warm golden light without being overly dramatized with gloss.
As for the art direction, it's kept minimal. Colors are limited to blacks, warm neutrals, with touches of gold, which reflects a language of beauty that immediately equates with the world of scents at YSL.
The campaign has been displayed in the first week of December upon uni-poles.
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