Saint Laurent perfume influence on ambassador choice

LIBRE, an ode to freedom

After 7 years and 1500 trials to find the Libre perfume composition. Saint Laurent wanted to create a «boyish» perfume, and with a masculine/feminine fragrance, it presents unique and powerful scents. Usually the essence of man’s perfumes, lavender combined with fern’s essence gives all the originality to the Libre YSL eau de parfum. A head tonic aromatic freshness brings boldness. Heart notes of orange blossom and jasmine reveal a sensual breath for a terribly feminine eau de parfum. Let’s not forget the couture bottle, with geometric shapes, enhanced by an oversized YSL in relief and gold. The Libre bottle strongly symbolises the male/female disorder as well as the fragrance it encapsulates.

Since then, a new version of Libre has been released with a renewed scent: honey and vanilla.

Dua Lipa as an ambassador

In 2019, Dua Lipa became the ambassador of the Libre perfume. At the age of 27 years old, the British singer already won two Grammy Awards et three Brit Awards. Now with more than 87 million followers on Instagram and a rising singing career, the icon embodies the image of this new generation of free, independent and successful young women. “I am aware that I have allowed women access to a previously forbidden universe” she says at the perfume release on the market. Alongside the ad, Dua Lipa sings ‘I am free’ which message was that women assume themselves without compromise or taboo, claiming their freedom and act by setting their own rules - like the singer famous song ‘New Rules’. Music is her strength and freedom. The brand even got her involved in the creation process of Libre and giving her opinion on the fragrance final result.

BLACK OPIUM, a rebellious addiction

Yves Saint-Laurent is a creator who has always liked to make scandal. Thus, he began very early to make talk about him in terms of perfumery, from the release of Opium, in 1977, with a very illicit connotation, and decried by many. Before 2018, the perfume was represented by Edie Campbell. In 2014 Yves Saint Laurent Beauty reinvented the concept of addiction with Black Opium, injecting a note of adrenaline into its narcotic bouquet of white flowers: the first black coffee overdose in a feminine fragrance. In 2020 new evolution with a reinterpretation of the most current trend: the neon.

Zoë Kravitz as an ambassador

Zoë Kravitz, American actress, singer and model. Already the brand's makeup muse, the daughter of guitarist Lenny Kravitz becomes international fragrance ambassador. An icon of very popular style, just like Black Opium, she symbolizes independence and modernity apart, in the image of its authentic, confident and artistic personality. She is a true artist, both indoors and outdoors, and she brings new energy to the bold, avant-garde and sensual universe of this fragrance that we cannot do without."

The scene takes place at night and Zoe Kravitz is walking in a megalopolis. We follow her to the top of a building. The pretty brunette enters then a nightclub, whose door in the shape of circle is not without evoking the porthole present on the face of the bottle of Black Opium. "I am very happy to be the new ambassador of this bold and iconic fragrance. Black Opium is a modern legend, and it is an honour to represent its power to an international audience. I really enjoy working with this timeless home, and I look forward to continuing the adventure. » she said. Sexy, provocative and determined, she holds the symbol of the ultimate addiction: her bottle of Black Opium Eau de Parfum.