Retail Media Monthly: YSL's Fiery Fragrance Launch

Beauty Retailers Lit Up the Launch of YSL Libre Flowers & Flames

YSL Beauty harnessed the power of Beauty Retailers to unveil their latest fragrance, Libre Flowers & Flames. The new addition to their Libre collection was inspired by the desert lily, embodying both strength and beauty. At 72M impressions, YSL Libre was the #1 fragrance on retail media in October, edging out Gucci Guilty (47M) and Valentino Born in Roma (38M). YSL Beauty enlisted Dua Lipa as the face of the new fragrance.

Sephora US Led the Charge in Launch Support Across the US & UK

Across the US and the UK, YSL Beauty partnered with five major Beauty Retailers to introduce Libre Flowers & Flames. Launch support was led by Sephora US, who accounted for 55% of the campaign’s launch impressions. At Sephora, YSL’s strategy was led by OffSite Display ads, where a star-studded lineup posed alongside the new product.

Tailored Channel Mixes Targeted Consumers on Multiple Touchpoints

YSL Beauty took a highly customized approach to its channel mix at each retail partner. While OffSite Display dominated at Sephora US, Facebook played a key role at most other retailers. At Macy’s, YSL implemented a distinct strategy, leveraging YouTube and OTT to promote their hero video creative with an “Available at Macy’s, the Fragrance Destination” message in the final frame.

YSL’s Omnichannel Strategy Extended Beyond Retail Media

In addition to Retail Media, the YSL Libre campaign was also active on five other digital channels, led by Facebook and YouTube. The creative messaging remained highly consistent across all touchpoints, relying heavily on the visuals from their Dua Lipa hero video creative. While multiple social media channels contributed to the campaign’s visibility, Retail Media generated far more impressions than any other touchpoint.

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