TV advert for Yves Saint Laurent fragrance Belle d’Opium is banned
View the Yves Saint Laurent Belle d'Opium video - click above
The Belle d'Opium advertisement features French actress Melanie Thierry playing the character 'Belle', dancing expressively to the beat of a drum, during which she points to her inner elbow and runs her finger along the inside of her forearm. The clip closes with Thierry saying: "I am your addiction, I am Belle d'Opium. The new fragrance by Yves St Laurent."
Thirteen complaints received by the Advertising Standards Authority (ASA) stated that the advert was irresponsible and offensive, because Thierry's actions simulated drug use.
A spokesperson for YSL Beauté expressed their disappointment about the ASA upholding the small number of complaints: "The advertisement was not intended to make any reference to drug culture, but to promote the sensuality and seductive qualities of the fragrance in keeping with the Opium brand which was launched by Yves Saint Laurent over thirty years ago."
Award-winning dancer Akram Khan, MBE, choreographed the movements and said he aimed to create an advert inspired by the concept of the removal of excessive movement, focusing on the most simple and profound things.
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