Yves Saint Laurent Beauty targets 'free spirits' with Black Opium fragrance launch

Yves Saint Laurent Beauty has engaged BETC Paris to create a launch campaign for new perfume Black Opium following the agency’s campaigns for L’Homme and L’Homme Sport.

Launched this week, Black Opium is the most recent fragrance in the Yves Saint Laurent Beauty women’s line.

The ad campaign sees Black Opium come to life via the Black Opium woman who Stephan Bezy, international general manager for YSL Beauty, describes as embodying the brand’s “contemporary codes” (free, unique, femininity that is chic, sensual and brazen, all at once).

Directed by Daniel Wolfe, the film sees the Black Opium woman head out on an expedition to find her missing perfume, crossing Shanghai until she finds her lover and the bottle he has taken.

A print campaign, shot by Mathieu Cesar, will support the film which runs from this month (August).

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