PARIS — Thirty-two years after Opium’s introduction, Yves Saint Laurent Parfums is relaunching the women’s eau de parfum and eau de toilette versions with a new advertising campaign and bottle.
This story first appeared in the November 9, 2009 issue of WWD. Subscribe Today.
“It was reinterpreted with Stefano Pilati in a modern way,” said Renaud de Lesquen, president of YSL Beauté, the L’Oréal division that oversees YSL — among other brands — referring to the fashion label’s designer. “It’s a fragrance of addiction; we have revisited this.”
Fabien Baron, of Baron & Baron, was the artistic director for the single- and double-page ads starring Karen Elson and shot by Mert Atlas and Marcus Piggott. Baron also reworked the bottle.
The YSL project was introduced with an eau de parfum version in France on Oct. 1. An eau de toilette iteration came out domestically on Nov. 3. Both the eau de parfum and eau de toilette will be rolled out to Belgium in January and to the rest of the world in March.