May 11, 2018 | By WGSN Insider
Get more with a WGSN membership. Click for a demo.
Perfumers Nathalie Lorson, Marie Salamagne, Honorine Blanc and Olivier Cresp created a brand new formulation from the Opium fragrance to present a gourmand floral scent designed to attract a younger demographic. The top notes include coffee bean accord and pink pepper with a dry down of white flowers and crisp pear for a dark yet sweet complexity. The juice is new in a rose-tinted hue, while the bottle retains its classic shape updated in all-over matte, black glitter.
The print campaign photographed by Mathieu Cesar features London-born model Edie Campbell as the face of Black Opium. Her style embraces the opposite elements of the fragrance with a feminine sensuality pared back by a tomboyish edge.
In addition to the campaign, a film directed by Daniel Wolfe translates the energetic yet dark character of the perfume into a dramatic mood showcased through a colour scheme of electric brights against dark shadows. The short film has been segmented into eight parts and follows Campbell on a mysterious journey through a night time cityscape.
Black Opium is available now in 30ml, 50ml and 90ml sizes.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.