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YSL Beauté Poised to Launch Libre Women’s Scent

PARIS — After reinventing two of its iconic women’s scents over the past five years, Yves Saint Laurent Beauté is poised to launch a new feminine pillar, called Libre, in August. Black Opium, a riff on Opium, came out in 2014, while Mon Paris, a new take on Paris, was launched in 2016. Both had young, modern women in their scopes. “We were at the time targeting women in around their [mid-]twenties,” said Stephan Bezy, international general manager of YSL Beauté. He added that the demographic being drawn to the perfumes, however, was also as young as 16-year-olds. “We said now it’s time to tackle what is at the core of our DNA – the idea of freedom,” said the executive at L’Oréal, YSL’s fragrance and beauty licensee, referring to founder Yves Saint Laurent’s fashion legacy. He dressed women in trouser suits and safari jackets, and put sheer blouses on the runway. “Mr. Saint Laurent [accompanied] those women who were fighting for their freedom, their right to be independent, to be themselves and have the power to be who they want to be. Freedom [was] at the heart of Mr. Saint Laurent’s soul and aspiration,” stressed Bezy. The concept of freedom resonates no less today,

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