YSL BEAUTY CHAMPIONS FREEDOM & EMPOWERMENT FOR LIBRE FLOWERS & FLAMES WITH A NEW DIGITAL SERIES STARRING FOUR FEMININE ICONS
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NEW YORK, July 31, 2024 ~ YSL Beauty has just announced the launch of their newest fragrance, LIBRE FLOWERS & FLAMES, a warm and sun-kissed floral sensation. This digital project, inspired by the fragrance's global campaign featuring Dua Lipa, showcases a diverse group of trailblazers who embody the fiery femininity of the iconic superstar.

The project, titled "Burn to Bloom," is a celebration of the LIBRE franchise and its signature elements – the couture jewel bottle, sultry floral ingredients, and empowering manifesto. Through stunning images and videos, viewers are invited into the world of LIBRE – a place where modern femininity is defined by strength in duality and beauty in vulnerability.

The project features four talented women who defy societal norms and expectations – Hailey Bieber, an entrepreneur and trendsetter; and three other talents yet to be revealed. Each woman represents the spirit of LIBRE and serves as an inspiration for future generations.

Hailey Bieber, who is currently stepping into a new chapter in her life, is thrilled to be a part of this project. "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," she says. "This project allows us to show the strengths in self-ownership, confidence, and diversity."

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Shot by renowned photographer Tyler Mitchell, the digital series will be released in different chapters throughout 2024 on various digital and social media platforms. The series will feature stunning stills, evocative capsules, and an artistic director's cut that celebrate the unique voices of those who burn to bloom.

"We thank Tyler Mitchell for joining us on this important project and all four women for sharing a part of their story with us," says Juliette Ferret, General Manager YSL Beauty US. "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, and confidence."

The new fragrance, LIBRE FLOWERS & FLAMES, is a true sun-kissed floral blast with notes of coco-palm tree flower accord, radiant lily flower accord, orange blossom, and vanilla. It will be available in three sizes – 10ml for $35, 30ml for $95, and 90ml for $165 – starting July 30th on YSLBeautyUS.com and in specialty and department stores.

This project is a testament to YSL Beauty's commitment to celebrating diversity and empowering women to live authentically. Stay tuned for the announcement of the remaining three talents who will join Hailey Bieber in this powerful digital series.

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