Syncly Social Index
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Fragrance
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YSL Libre on video, September 2026
YSL Libre appeared in 383 short videos in September 2026, up from 255 in August, a 31% rise in share of beauty video. The limited Libre Santal Couture launch, the return of Libre Vanille Couture and Libre Berry Crush drove much of it, with a paid date-night GRWM reaching 2.6 million views. Two in three unsponsored videos in the sample were positive.
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Key numbers
383
short-form videos mentioned it this month
change in share of beauty videos vs. last month
24%
of sampled videos mention it without a caption tag
67%
of sampled organic videos are positive
Most-viewed videos about Libre
The most-viewed short-form videos mentioning the product this month.
Share of beauty videos mentioning Libre
Monthly share of short-form beauty videos that mention the product, June to September 2026.
What videos say about Libre
September Libre videos are mostly about the flankers. Libre Santal Couture, the new limited edition fronted by Dua Lipa, shows up in a paid autumn date-night GRWM, 'how to kidnap me' posts and a Brazilian first impression that calls it a seductive night version. Libre Vanille Couture is back and called the most distinctive vanilla she has tried. Libre Berry Crush is a 'juicy raspberry, creamy coconut' pick and one creator's first-date scent. Libre Le Parfum is described as warmer and spicier than the original.
The original EDP still anchors lists: a fall top 10 calls it 'spicy vanilla with a ginger kick', and Douglas Poland lists it as a September bestseller. Creators layer it too, with Lattafa Fakhar or 2787 Genetic Bliss.
How creators open their videos
Top keywords
What people like
Praise falls on the scent's character and its staying power. Creators call it 'very sexy but feminine', say it 'will last all night', and that Vanille Couture 'smells like money... the scent trail is crazy'. Loyal wearers say 'YSL Libre is my favourite fragrance' and 'you can never go wrong' with it.
Praise themes
What people complain about
Complaints were rare in the sample. PL Smells says Libre Vanille Couture is 'not a bad perfume' but its vanilla smells 'woodsy, almost medicinal' rather than gourmand. In a women's perfume bracket, YSL Libre lost its first round to Prada Paradoxe. A paid share of 11 of 50 sampled videos also pushes the overall tone up.
Complaint themes
Alternatives and dupes
Libre is a common dupe target. In Spain, a creator says Lidl's €6.99 Essence perfume 'looks a lot like' Libre and buys it as a refill. A budget list pitches a scent that smells like 'Libre and Donna Born in Roma had a baby'. The two direct tests favored the original or stayed even: Zara's Golden Decade 'goes after YSL Libre', but the creator prefers the original, and a Libre Le Parfum vs Khadlaj Panache video compares the two vanillas without calling a winner.
Products named as alternatives
Where and who
Instagram Reels carried half of September Libre videos, TikTok 31% and YouTube Shorts 19%. Under 5% passed 100,000 views, though retailer videos from Macy's (9.9 million views) and Boozt reached far more. The top 10 accounts made only 7% of videos, so the talk is broad. In the sample, 11 of 50 videos were paid, gifted or PR, and 67% of the unsponsored rest were positive. The product or brand was named in the caption or hashtags of 76% of sampled videos.
Platforms
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Frequently asked questions
See how your products perform on video
The Syncly Social Index scores brands from 0 to 100 using short-form video on TikTok, Instagram Reels and YouTube Shorts. It combines six signals: video share of voice (25%), untagged mentions (20%), momentum (15%), sentiment (15%), high-reach videos (15%) and creator breadth (10%). Each signal is scored relative to the other brands in the same category for the month. Sentiment and untagged figures come from a sample of videos; any claim about a specific video links to that video.