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 Opium by
Yves Saint Laurent comes as one of the most scandalous perfume in the world of
haute couture. They appeared first to shock the public and those who launched
the scent were accused of promoting drugs. And yet, what made Opium by Yves
Saint Laurent so popular and demanded? The aroma? The name or the reputation of
the couturier?
History of fragrance
Opium by
Yves Saint Laurent got the fame for the reason so clear when the maestro created
the fragrant quintessence of that time which came as the eclectic symbiosis of
the aggressive punk subculture with the typical sugariness and affectation of
the glamorous life of 70s. That was the time of the flamboyant shocking behavior,
outspoken sexual appeal, hard punk music and liking for drugs. And therefore the
name of the fragrance was too more triumphant since it was associated with the intoxicating
sweet aroma of the same drug. This similarity caused serious claims with the Chinese
who considered the fragrance being the immediate insulting action against their
national history related to the tragic facts resulted in the unrestrained
supply of the narcotic opium by the British and American natives and to the territory of China.
PR-activity
Initially the
idea to launch the fragrance called the Opium did not evoke positive emotions
with investors. However, the logic and scrupulous approach Yves Saint Laurent applied to
solve the issue convinced those who hesitated that the project was promising
and worth investments. Scandalous and extravagant as ever, couturier suggested
using the special approach to promote the fragrance. Four samples of the fragrance
were offered to independent and fastidious judges to judge and choose the best.
The result was
stunning when all of them unanimously chose Opium as the best scent among
others. PR-action is like walking a tightrope when you slip and you risk
falling into the ocean of platitude and vulgar taste, though Yves Saint Laurent
exactly and masterly walked on the blade demonstrating the skills of the
couturier of genius. A good advertising campaign based upon the provocative name,
scandalous video, unique and bright scent with the special bottle all brought
the fame from the launching day to break the records. The success wastriumphing.
Unusual deign
Pierre Dinand
designed the bottle for Opium inspired by the Japanese Inro box to expressthe specific aroma.
The Inro box was used to keep medications
and personal stamp made from leather, wood, paper and glazed. The Inro box was incredibly
beautiful decorated with gold, glaze and incrusted with gems, to be the object
of pride and symbol of perfect taste of the owner.
The color
of the bottle, the package, pattern from the leaves of bear's-breech to
resemble the lacquered tiny Japanese trunks. The leaves of this plant has the
other meaning as well when during antique times they were the symbol of triumph
and negotiation of life tests, while at the Mediterranean territory it
symbolized life, immortality and fine art. So, the design of Opium fragrance is
full of special meaning.
The last stroke
in the significant and concordant design of this fragrance is the small bead tying
the silk threads. The zest of this is that it is like the poppy fruit case
where opium is acquired.
The core of
fragrance
The
fragrance falls into the category of specious and woody scents. The scent is intoxicating
to open the fragrance. Top notes show the cheerful orange and laurel tree
leaves, treated with aldehydes strongly enough (these fragrances are known for
the highest concentration of alcohol) to end with the burning aroma of the cayenne
creating incredibly new blend of scents.
The heart notes
of tender cove pink, luxury roses, flamboyant jasmine, ylang-ylang known as the
good aphrodisiac, subtle peach flavored with the spicy notes of cinnamon to add
the savory accord to the scent. All of them are blended together highlighting
and contrasting with each other. Basic notes are the wonderful sweet and heavy luxurious
aromas of vanilla, patchouli, sandal wood, balsamic musk and amber to give the
tenderness and warmth and accentuating the floral nuances. Many of these
components have relaxing effect and may evoke some erotic desire sometimes. So,
the essence of patchouli can work against sexual impotence and frigidity. The
musk being one of the incredible aromas adds more sensitivity and warmth to the
fragrance to cry with some animal instincts.
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