Stretching Yves Saint Laurent's target audience through the release of Black Opium Fragrance

Changing OPIUM - black opium

The brand YSL beaute has attempted to change it's target audience in recent years by releasing an updated version of their best selling fragrance Opium, titled, Black Opium. It doesn't come as a shock that the brand that had created very iconic fragrances such as Opium, Paris, Rive Gauche and some backlash and negative responses to the brands new fragrance. The scent includes top notes of Pink Pepper and Orange Blossom, middle notes (heart) include Coffee and Jasmine and the base, Vanilla, Patchouli and Sandalwood. Some of these notes reprise as luxury scents and seem to be only featured in luxury fragrances, such as Sandalwood and Patchouli. The heart note of coffee is an unusual one for YSL to use but seems to fit in well with other fragrance releases like SI by Giorgio Armani. 

Through my research I believe that Yves Saint Laurent Beaute released this perfume to stretch the brands target audience more than anything. As a young adult I would see myself reaching for other brands fragrances over YSL's as I feel these are honestly dated more than anything, I applaud the brand for attempting to change their target audience after 50 years, its brave and if the fashion house can why can the beauty label not do the same. 

The advert for the fragrance features model Edie Campbell (who also features as the face for the Spring 2016 make-up collection.) The advert is set in Japan with a very modern look (I see references to the current fashion collections by Hedi Slimane for the brand itself. I feel it fits in well with the grungy punk princess vibe slimane wanted the brand to head in. 

The scents advertising response did get initially some bad responses as some critics referenced some of the scenes to drug taking. I believe this is true but understandably it fits with what kind of way the brand wants to go with the fashion line as well. 

I think this is good knowledge to know about the brand as it is something I could perhaps incorporate into my editorial looks ( something I am sure I will). As I am not advertising the fragrance Black Opium but the spring make-up collection, I will perhaps stay away from this kind of look for my advertisements but yet keep them classy and keep to the main YSL style of the sexy suit jackets, and  focus on make-up.