Tagline: Opium, for those who are addicted to Yves Saint Laurent
Perfume Opium produced by the house "Yves Saint Laurent" ( Ives saint laurent) since 1977 and have already become a classic fragrance, a less concentrated eau de toilette of the same name was later released. The general idea of the fragrance, the name and even the packaging design were approved by Yves Saint Laurent, but the perfumers Jean Amic and Jean-Louis Sieuzac are the direct creators of the fragrance. The packaging design, developed by Pierre Dinand, directly refers us to Japanese art, Opium perfume bottles resemble Japanese inro - special boxes for storing and carrying small items, in particular, personal seals and medicines were worn in such boxes. The colors used in the design are also traditionally considered oriental - the combination of red and gold reminds us of luxury and sensuality. The choice of the bottle is not accidental: the spicy fragrance of the perfume, which includes notes of cloves, roses and sandalwood, also reminds of the East. Yes, and the narcotic substance opium, which gave the name to the spirits, also comes from the East, from China. One of the factors that predetermined the success of the brand was an accurate calculation and understanding of fashion trends, the East and everything connected with it began to enter a new round of popularity in Europe and America.
Opium fragrance was born in several stages: initially, several hundred fragrances were created from which 30 most suitable were selected. These 30 fragrances were presented to the public in the same packaging and, as a result of this market research, the one fragrance that received the most positive reviews was selected, which is the fragrance we now know as "Opium". The fragrance was presented in New York, at a party attended by 900 guests. The party was held on board the sailing ship "Peking", the interiors of which for one evening were decorated in a luxurious oriental style, with colorful draperies, fresh flowers, Buddha statues.
Opium's entry into the market was not without problems, the company's owners "Charles of the Ritz", which at that time owned the house of Yves Saint-Doran YSL Beaute were against the release of this stamp, considering it unpromising and provocative. The choice of the name led to accusations of the designer's use of drugs, as well as their promotion. The fact that the spirits did enter the market and eventually became a legend is the personal merit of Yves Saint Laurent himself, as well as to a large extent Chantal Roos (today she heads YSL Beaute) and Pierre Berger (Pierre Berge ), partner of Yves Saint Laurent. And after the birth of Opium, big and small troubles awaited. According to some reports, this brand of perfume contains substances hazardous to human health, in particular, experts refer to such a musk whale. It is not known how reliable such data is, but in many European countries experts do not recommend using this particular brand of perfume, and in China they are generally prohibited. Problems arose not only because of the unproven content of harmful substances, but also because of the general provocativeness of the brand, for example, in China, it is believed that perfumes with a similar name can give young people a “wrong message” and create a distorted image of the country as a whole. The Opium advertisement also turned out to be scandalous, in particular, the advertising company with the participation of Sophie Dahl caused the most controversial reviews, as "too sexually provocative and humiliating women." It sounds like a joke, but there have been cases of delayed shipments of perfumes at customs. Because of the name, the customs officers did not let the cargo through for a long time, figuring out what was in the boxes. On the other hand, all these minor troubles only stir up the public's interest in the fragrance, the provocative name, combined with a really wonderful smell, has been haunting fans and admirers for the fourth decade.
The perfumes that are produced under the Opium brand today are somewhat different from those that could be purchased in the 70s; in 2000, the fragrance was slightly updated. In an effort to satisfy the needs of customers, the company produces several varieties of perfumes in addition to the classic fragrance. The fragrance was released in 1995 Opium pour homme - the masculine version of the smell. In 2006 there are Eau D'Orient Opium Fleur Imperiale - female version and Eau D'Orient Opium Pour Homme - version for men, both fragrances were released in limited edition. In 2008 - Opium Collector Edition 2008 Also can be purchased Opium poesie de Chine, "opium summer", Opium fleur imperiale, "Opium legendes de Chine". Not only perfumes are produced, but also other cosmetics. Indeed, if something succeeded, why not repeat it again and again, and then wait a little and repeat it again ...