Who Introduced Opium to Cleveland? Answer: My Dad

This post is not my usual foray into franchising.

Instead, it’s about marketing.

Amazing marketing. Let’s begin.

My dad really did introduce Opium to Cleveland. And at the time (1977), it was super controversial.

Opium?

Really, Joel?

But I’m referring to Opium®- the perfume.

My late father, Jerry Libava, was employed by Yves Saint Laurent (YSL) at the time. And Cleveland (where our family lived) was part of the massive territory he managed.

1977 also happened to be the year I graduated high school.

And, I remember the buzz around the new perfume.

How big the launch was going to be.

And how controversial the advertisements were.

Check this out.

YSL’s Opium: A Masterclass in Controversy Marketing

In 1977, Yves Saint Laurent launched “Opium” — a perfume that turned controversy into commercial gold.

And despite (or because of) its provocative name and marketing, it became one of the most talked-about fragrances in history. And it was a risky thing to do back then. It included:

• Calculated Risk-Taking: YSL faced significant backlash over the name, including protests from advocacy groups. Yet, this controversy drove unprecedented publicity and sales.
• Cultural Marketing Strategy: The brand masterfully blended Eastern themes in both product design and launch events. The packaging, inspired by Japanese inro cases, created a distinctive luxury positioning.
• Innovation in Product Development: The complex fragrance composition (featuring over 20 premium ingredients) established new standards in the luxury perfume market.

And the packaging. Wow.

(“Opium” perfume image courtesy of Wesley Vieira Fonseca, Flickr)

Flickr link for image:

https://www.flickr.com/photos/wvfonseca/

A Massive Success!

The launch of this controversial perfume (and the sales numbers) allowed YSL to extend Opium into the men’s market. With “Opium pour Homme” (1995).

YSL also developed multiple “flanker” fragrances to capture new market segments. For example, “Black Opium.”

Finally, YSL was able top collaborate with influential figures like David Lynch for their groundbreaking ad campaigns. Ads that were talked about everywhere. Examples of commercials produced for Opium

Update: David Lynch just passed away. Read

A Lesson For Marketers

It’s more difficult than ever to gain the attention of today’s consumers. And you know why.

But, if you can get their attention…your target market’s attention, you can win.

Could a marketing campaign that’s controversial be your ticket to your success as a marketer? It worked for YSL.

To conclude, the Opium launch and follow-up ads demonstrated how strategic controversy, when paired with genuine product innovation, can create lasting market impact. Plus, the fragrance’s legacy continues to influence luxury marketing strategies today.

What’s your take?

Have you seen other examples of brands successfully turning controversy into commercial success?

If so, please share your thoughts below!