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Marketing in Brief: Yves Saint Laurent

This article was originally published in The Rose Sheet

Executive Summary

Yves Saint Laurent: Opium For Men bowing in the U.S. in August in 2,200 prestige doors following its European debut last fall ("The Rose Sheet" June 19, Marketing In Brief). The oriental scent will be supported by a print and TV ad campaign featuring supermodel Linda Evangelista and British actor Rupert Everett, Sanofi Beaute said. Opium for Men and TV ads will break in September, concurrent with ads for the Opium women's scent to "create a synergy" between the two fragrances, the company said. Print ads will appear in Allure, Vanity Fair, W, In Style, GQ, Spin, Essence, Men's Style and Out. One-ounce spray vials of the scent will also be given as an Opium 1.6 oz. eau de toilette spray g-w-p. Other promotions include 42 mil. scented impressions. The 10-SKU line ranges in price from $52 for a 1.6 oz. spray to $14 for a 5.2 oz. scented soap...
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