Yves Saint Laurent, a brand known for its edgy campaigns and launches, has decided it’s time to ‘shock’ consumers with two new products.
First up is Mascara Volume Effet Faux Cils THE SHOCK. The product promises to offer unprecedented coverage from the first stroke to achieve ultra-thick, ultra-long eyelashes.
The product is thicker than any other YSL Beauty mascara and glides on smoothly without clumping. The new go-to mascara for urban sophisticates comes in three shades: Noir Asphalte, a deep, dark matte black; Bleu Underground, a smoky dark blue; and Bourgogne Brut, a deep red-brown with black undertones.
The wider-than-usual mascara brush has a curved symmetrical shape and features four inner reservoirs cuts. With each dip of the wand into the barrel, the reservoirs are said to fill up with the highest quantity of formula possible so you can frame those peepers with a shock of volume.
Now to the fragrance: Black Opium Floral Shock. The fresh, invigorating scent will be sure to wake you up in the morning with its ice-cold espresso coffee accord. Other notes include sugary pear and bergamot wrapped around a golden gardenia accord and orange blossom absolute, white musk and freesia.
The luminous pink Black Opium Floral Shock perfume shines through the dark glitter encrusted bottle it is housed in.
Edie Campbell, the star of the Black Opium fragrance campaigns, once again takes to the spotlight for the Black Opium Floral Shock and Mascara Volume Effet Faux Cils THE SHOCK campaign. She alternates between expressing her dark side, and presenting a more intimate version of herself.
YSL is promoting both new products at London Heathrow Airport from 24 February. The ‘Shock’ campaign elevates the sometimes mundane perfume testing experience in duty free to something much more engaging. Using innovative ‘scentseal’ technology, customers can discover Black Opium Floral Shock after turning a key on the perfume bar to subtly diffuse the accords in the new fragrance.
Read below for a short Q&A with perfumers Nathalie Lorson, Marie Salamagne, Honorine Blanc and Olivier Cresp:
What does the word ‘shock’ mean to you?
“It’s about being innovative, smelling something totally unexpected, something that surprises and that we want to smell again. When we first launched Black Opium it was shocking because of its overdose of coffee, which was elegantly balanced with enveloping floral notes. It felt transgressive; it delivered in terms of adrenaline and excitement – something that was so familiar (coffee) taking on a new and unexpected addictive quality that was exquisitely feminine.”
What is the shock value about Black Opium Floral Shock and Mascara Volume Effet Faux Cils THE SHOCK?
“Black Opium Floral Shock continues the tradition of presenting something so new and different that it creates a ripple effect in the world of fragrance. Here we have the black coffee accord combined with a fresh mineral accord, two fragrance facets which have never been associated before. The floral notes add the feeling of a sea breeze, which balances with the floral heart of the fragrance, enriched with vibrancy and zest using unique qualities of jasmine and orange blossom. It’s truly an innovation.”