FRANCE. Yves Saint Laurent Parfums has unveiled a new ad campaign for its Opium women’s fragrance, which was created in 1977. The ad confirms model Kate Moss as the face of the scent, and is designed to reiterate the modern vision of Opium as defined by Tom Ford, creative director of YSL’s parent company, the Gucci Group.
In the voyeuristic visual – shot by photographer Sølve Sundsbø – Moss poses in black underwear against a three-way mirror. It is the first Opium ad that the model has done for Ford, who described it as “a very contemporary picture that still references Opium’s orientalism.”
In related news, YSL has modernized its eau de parfum version of Opium, which is priced at about €62 (US$74) in travel retail. The 25% concentration – described as a new intensity between edt and extract – features sambac jasmine, myrrh and vanilla.
It is presented in revamped packaging, namely a glossy red spray flacon, which features an offset window revealing acanthus leaves. The outer carton is coloured gold.
Other imminent novelties for YSL include a new puff blusher and a new nail lacquer line. And the company has repackaged and simplified its skincare offer. It has also created a new slimming line, Total Fitness. In addition to the re-introduction of its limited edition In Love Again fragrance (The Moodie Report.com, 10 November), YSL will launch a new women’s fragrance in the second half of next year.
Next year will also see a collection of limited edition/seasonal fragrances from the group’s portfolio, including Paris Roses des Bois, and a spring edition of Alexander McQueen’s Kingdom. A new men’s fragrance from Fendi, a new line from Oscar de la Renta, and a new scent from Boucheron will also make their debut in 2004.
Within the travel retail channel, YSL has worked hard on its exclusive Travel Selection collection, in terms of offer, packaging and merchandising. Lastly, ever mindful of added value and improved customer service, the company has decided to gift-wrap its travel retail-exclusive 75ml Opium reference all year round.
