INTERNATIONAL. L’Oréal Travel Retail Europe, Middle East, Africa & India (EMEAI) is celebrating the tenth anniversary of Yves Saint Laurent Beauté Black Opium with a new edition: Black Opium Eau de Parfum Over Red.
The launch is supported by immersive activations at Paris Charles de Gaulle and Paris Orly airports with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP); Dubai International Airport with Dubai Duty Free; London Heathrow Airport with Avolta; and Birmingham Airport.
L’Oréal Travel Retail noted: “All podiums serve as an invitation for visitors to immerse themselves in the captivating world of the Black Opium Over Red, including its star ingredient: cherry.
“The fragrance is highly visible since the beginning of the year in all travel retail EMEAI main airports with a campaign that exudes sensuality and maximises the red wave impact.”
Every pop-up includes a dedicated makeup station where passengers can receive an Over Red look through a consultation and application. Visitors are offered the look worn by American actress Zoë Kravitz in the supporting visual campaign.
The activations feature the Over Red flipper game, also accessible on smartphones. This interactive game allows travellers to learn more about the scent’s key ingredients.
Black Opium Over Red blends coffee notes with a jasmine Ourika accord captured from flowers grown in YSL Beauté’s Ourika Community Gardens near Marrakesh. The fragrance features black tea at its heart, complemented by vanilla and woody undertones. ✈
