YSL Beauty reveals Black Opium animation and gamification campaign

By Kristiane Sherry |

The Black Opium Le Parfum activation invites shoppers to experience the ‘energy, bravery and emotion’ of the fragrance.

L’Oréal-owned YSL Beauty has partnered with Dufry on an immersive campaign for Black Opium Le Parfum across its UK airport sites, including an interactive podium and gaming platform.

Fronted by Zoë Kravitz, the campaign supported the new line extension throughout February, with London Heathrow the centrepoint. 

Black Opium Le Parfum is based on four different ethically sourced black vanillas, said to add sensuality to the signature blend of coffee, green mandarin and white flowers. The liquid is presented in a sleek black bottle with glitter at the centre. 

The Black Opium Le Parfum campaign features Kravitz in an animation undertaking a nighttime adventure, with the narrative showcasing the “energy, bravery and emotion” of the fragrance. 

Through the activity, YSL Beauty is looking to target “diverse, bold and independent spirits” who see themselves in the fragrance. 

Complementing the activity, a retailtainment experience ran throughout Heathrow Airport T5 featuring a 4D interactive podium. It allowed shoppers to experience the lights and colours related to each Black Opium scent.

In addition, a 360-degree smartphone gaming platform took customers on a visual trip through the Black Opium universe, challenging them to find a secret code and win exclusive gifts. 

Shoppers can win Black Opium prizes via the smartphone gaming platform

Following the Heathrow activity, the Black Opium Le Parfum animations have moved to other European markets, including France, Spain and Poland. The campaign will run until the end of April. 

L’Oréal recently harnessed cutting-edge digital technology to celebrate Urban Decay’s first anniversary in Hainan with a make-up collaboration with Chinese virtual celebrity AYAYI.

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