PARIS – After developing two campaigns earlier this year, for “L’Homme” and “L’Homme Sport”, Yves Saint Laurent Beauty and BETC are continuing their collaboration for the launch of the perfume Black Opium.
Available August 25, Black Opium, the most recent fragrance in the Yves Saint Laurent Beauty women’s line, is a modern and rock interpretation of addiction.
The electrifying energy of black coffee meets the assertive femininity of white flowers, creating a vibrant, sensual and addictive contrast of light and dark.
Black Opium is a dose of adrenaline with enough energy for a more intense life. A truly addictive perfume.
Resolute and determined, the Black Opium woman embodies the new Yves Saint Laurent Beauty spirit. She’s free, unique, and has a femininity that is chic, sensual and brazen, all at once. She is the master of her destiny and she is forever seeking out new experiences.
Yves Saint Laurent Beauty and BETC chose English model Edie Campbell to personify this new perfume: “Edie embodies all of the contemporary codes of Yves Saint Laurent Beauty : she is elegant, cultivated, full of energy, she’s a model who has both style and character. The beauty icon of a generation, she is one of the ambassadors for the brand and we’re very proud,” explains Stephan Bezy, International General Manager for Yves Saint Laurent Beauty.
Directed by Daniel Wolfe, the film is an intoxicating quest: we follow our heroine on her expedition to get her perfume back. She crosses Shanghai, breathless, yet determined, steadfastly searching until she finds her lover. and the bottle he took from her. She takes it back and finally regains her composure.
The film starts airing August 24 and digital capsules are online from August 20. A print campaign, shot by Mathieu César will also accompany the launch.
