UK/EUROPE. Yves Saint Laurent (YSL) Beauté, part of L’Oréal Groupe, has revealed the latest addition to its popular Black Opium fragrance line, Black Opium Le Parfum.
YSL Beauté promoted the new scent with an immersive campaign that rolled out across Dufry’s UK store network. It featured striking visual displays and pop-ups in Dufry’s stores in London Heathrow, Gatwick Airport and Manchester Airport among others. The campaign ran throughout February.
The pop-ups were dressed in sleek black and red, paying homage to the colour palette of the new scent. The striking visuals of the Black Opium Le Parfum advertising campaign featured prominently throughout the animations, which designed around the line’s key message, ‘May our nights be more beautiful than our days’.
Notably, the #TheNightIsOurs campaign featured an interactive podium in Heathrow Terminal 5 which immersed travellers into the Black Opium universe through a tech-driven 4D experience.
The experience was powered by a fragrance recognition pod that took travellers on a multi-sensorial journey exploring the sights, sounds and scents of the different fragrances in the Black Opium range.
To offer added gamification, travellers at Heathrow were able to enjoy a 360-degree gaming platform accessed through their mobile phones. The platform took shoppers on a virtual adventure through the Black Opium universe and challenged them to uncover a secret code and win exclusive gifts.
The campaign is now rolling out in other key European travel retail locations in France, Spain and Poland where it will run until the end of April.
Black Opium Le Parfum is an intense and sensual fragrance centred around a quartet of different black vanilla notes. This heady heart is blended with the Black Opium line’s signature coffee, green mandarin and white flower accords. It is made with ethically sourced ingredients and housed in a glittering black flaçon.
The Black Opium Le Parfum fragrance campaign stars American actress Zoë Kravitz. Kravitz — who recently appeared in the film ‘The Batman’ and television series ‘Big Little Lies’ and ‘High Fidelity’ — is the daughter of fellow YSL Brand Ambassador, American musician Lenny Kravitz.
The campaign sees Kravitz embark on a nocturnal adventure with her crew. It seeks to engage with a diverse audience of bold, independent women, the brand owner said. ✈
