Opium of the new people

Yves Saint Laurent's relaunch of its iconic Opium fragrance is causing confusion among fragrance fans.

The fashion brand was strikingly vague when it came to details concerning the new scent, Belle d'Opium, not even naming it until shortly before the launch event in New York on June 17.

It was also debated whether YSL was just relaunching the scent with an updated image or if there was an entirely new formula involved. When respected perfume blog, the Perfume Shrine, dug deeper, representatives just said that that "it is a new and updated, more modern version of the classic YSL fragrance."

Later, its editor clarified that, indeed, "reformulation was necessary due to [...] restrictions on spicy ingredients (eugenol and iso-eugenol) which were necessary in the creation of the carnation heart of the memorable modern classic from 1977."

What that means is: if you're a fan of the fragrance, get shopping now, because the new version of it - to be launched this fall - will lack its characteristic spicy heart.

Fortunately for the brand, however, Belle d'Opium seems to be aiming at a much younger audience that won't remember the original scent, if the celebrities on hand to fete the relaunch are any indication: they ranged from TV host Alexa Chung to young media mogul Ashley Olsen and singer M.I.A - in short, the "who's who" of it girl fame.

One of them, upcoming French actress Melanie Thierry - who wasn't born when the fragrance first came out in 1977 - will star in the new ad campaign for the fragrance. And a new site (and YouTube channel), called What is Your Opium, which is updated daily with videos and 'fun facts' about the fragrance, will further contribute to reach out to that new audience.

To listen to perfumer Honorine Blanc talk about her inspirations for Belle d'Opium, click here: http://www.youtube.com/watch?v=gjSIHjoVYQU.

For impressions from the New York launch party, visit the following link: http://www.youtube.com/watch?v=e7ivY85i7ow.

According to the influential fashion blog Styleite, Opium's relaunch - together with Balmain's upholstery prints for fall, flared jeans or gap-toothed models like Georgia May Jagger - is one of the indications that the 1970s will soon celebrate a fulminant revival.

http://whatisyouropium.com

PROMOTED VIDEO
Life and Style
ebookNow available in paperback
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    Savvy Media Ltd: Media Sales executive - Crawley

    £25k + commission + benefits: Savvy Media Ltd: Find a job you love and never h...

    Austen Lloyd: Corporate Solicitor NQ+ Oxford

    Excellent Salary: Austen Lloyd: CORPORATE - Corporate Solicitor NQ+ An excelle...

    Reach Volunteering: Financial Trustee and Company Secretary

    Voluntary Only - Expenses Reimbursed: Reach Volunteering: A trustee (company d...

    Recruitment Genius: Senior Project Manager

    £45000 - £65000 per annum: Recruitment Genius: This is a fantastic opportunity...

    Day In a Page

    In a world of Saudi bullying, right-wing Israeli ministers and the twilight of Obama, Iran is looking like a possible policeman of the Gulf

    Iran is shifting from pariah to possible future policeman of the Gulf

    Robert Fisk on our crisis with Iran
    The young are the new poor: A third of young people pushed into poverty

    The young are the new poor

    Sharp increase in the number of under-25s living in poverty
    Greens on the march: ‘We could be on the edge of something very big’

    Greens on the march

    ‘We could be on the edge of something very big’
    Revealed: the case against Bill Cosby - through the stories of his accusers

    Revealed: the case against Bill Cosby

    Through the stories of his accusers
    Why are words like 'mongol' and 'mongoloid' still bandied about as insults?

    The Meaning of Mongol

    Why are the words 'mongol' and 'mongoloid' still bandied about as insults?
    Mau Mau uprising: Kenyans still waiting for justice join class action over Britain's role in the emergency

    Kenyans still waiting for justice over Mau Mau uprising

    Thousands join class action over Britain's role in the emergency
    Isis in Iraq: The trauma of the last six months has overwhelmed the remaining Christians in the country

    The last Christians in Iraq

    After 2,000 years, a community will try anything – including pretending to convert to Islam – to avoid losing everything, says Patrick Cockburn
    Black Friday: Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

    Helpful discounts for Christmas shoppers, or cynical marketing by desperate retailers?

    Britain braced for Black Friday
    Bill Cosby's persona goes from America's dad to date-rape drugs

    From America's dad to date-rape drugs

    Stories of Bill Cosby's alleged sexual assaults may have circulated widely in Hollywood, but they came as a shock to fans, says Rupert Cornwell
    Clare Balding: 'Women's sport is kicking off at last'

    Clare Balding: 'Women's sport is kicking off at last'

    As fans flock to see England women's Wembley debut against Germany, the TV presenter on an exciting 'sea change'
    Oh come, all ye multi-faithful: The Christmas jumper is in fashion, but should you wear your religion on your sleeve?

    Oh come, all ye multi-faithful

    The Christmas jumper is in fashion, but should you wear your religion on your sleeve?
    Dr Charles Heatley: The GP off to do battle in the war against Ebola

    The GP off to do battle in the war against Ebola

    Dr Charles Heatley on joining the NHS volunteers' team bound for Sierra Leone
    Flogging vlogging: First video bloggers conquered YouTube. Now they want us to buy their books

    Flogging vlogging

    First video bloggers conquered YouTube. Now they want us to buy their books
    Saturday Night Live vs The Daily Show: US channels wage comedy star wars

    Saturday Night Live vs The Daily Show

    US channels wage comedy star wars
    When is a wine made in Piedmont not a Piemonte wine? When EU rules make Italian vineyards invisible

    When is a wine made in Piedmont not a Piemonte wine?

    When EU rules make Italian vineyards invisible