Liberty London introduces the Liberty LBTY Fragrance collection, a landmark olfactory experience blending the allure of signature house prints. Termed the retailer’s most significant launch in a century, this exquisite collection arrives just in time for the Black Friday and Christmas shopping rush.
Comprising five distinct scents—Adelphi Sun, Liberty Maze, Wild Rosinda, Zephirine, and Tudor—each fragrance is a harmonious fusion of botanicals and essential oils, capturing the essence of revered Liberty prints. Crafted by esteemed perfumers such as Frank Voelkl (Le Labo Santal 33, Glossier You) and Honorine Blanc (YSL’s Black Opium), this collection promises a sensory journey curated by industry luminaries.
To mark this momentous occasion, Liberty London orchestrates a comprehensive multi-channel advertising campaign, dominating pre-Black Friday and Christmas channels. From «super-premium» outdoor spaces like the iconic D6 Loop around Liberty London’s Soho flagship store to impactful homepage takeovers in Vogue and Tatler, the campaign ensures global visibility for the fragrance collection.
Laura Simpson, Managing Director of Liberty LBTY Beauty, underscores the campaign’s strategic approach, stating, «Our mission is to engage with our target audience—the luxury shopper and fragrance pioneer—when they are most receptive, utilizing creative formats that showcase our exquisite campaign.»
In recent years, Liberty has significantly invested in the beauty category, with its beauty advent calendars achieving legendary status. The appointment of Rhea Cartwright to lead beauty buying and the launch of the bi-annual beauty newspaper, The Hall, highlight Liberty’s commitment to beauty innovation.
As Liberty London continues to redefine luxury and elegance, the Liberty LBTY Fragrance collection stands as a testament to the brand’s enduring legacy in the world of beauty and fragrance. Explore this olfactory masterpiece that seamlessly weaves together the timeless allure of Liberty prints and the artistry of world-renowned perfumers.
