The rupturing launch was conceived in 3 shoots so the target will get hooked, prompt the product testings and try to get the audience addicted. The entire media portfolio was used with a teasing on the social media as starting point and a storytelling that went on throughout the campaign. This proactive digital strategy was amplified by communicating through TV and press but mostly by a massive sampling (street, press, digital). Then by communicating through some episodic press prints and on territories far from the luxury standard (Malls, Subway).

Global budget from August to December of 13.9M€ (gross).

Probing results since Black Opium jumped Top 1 of perfume sales one week after its launch (w36) and Top 4 of sales from w36 to w52.

Post-tests proved that Black Opium was adopted by the young target which recognize itself into the fragrance personality and into the ad campaign.