Mar 13, 2011

Mélanie Thierry Banned For YSL's "Belle d'Opium"...

Sneak Peek actress Mélanie Thierry ("The Princess Of Montpensier") fronting a campaign for the Yves St Laurent fragrance, "Belle d'Opium", inspired by Stefano Pilati, Artistic Director of Yves Saint Laurent and created by Perfumer Alberto Morillas :

"...What you feel when I dance, what you feel in the trance, are the spirals of spicy white flowers, addictive Casablanca lily, stimulating gardenia, bitter and elegant mandarin. It reminds you of the intoxicating mists of a nargileh accord, a soaring alliance of smoky, tobacco, amber and fruity notes around scorched woods, velvety peach, and vibrant incense. What remains when I go, the sensual lash of white pepper escorted by a warm, enigmatic and deep wake of dark patchouli, creamy sandalwood, noble and precious woods..."

The accompanying commercial, directed by Romain Gavras (son of director Costa Gavras) is choreographed by Akram Khan, set to music by composer Nitin Sawhney. The spot was recently banned for TV broadcast in the UK by Britain's Advertising Standards Agency after complaints that Thierry's fevered performance "simulated drug use".

In the clip Thierry suggestively runs her finger along her arm and ends the clip saying : "I am your addiction. I am 'Belle D'Opium'. The new fragrance by Yves St. Laurent..."

The ASA ultimately ruled that the commercial "could be seen to simulate the effect of drugs on the body" and "could be seen to simulate the injection of opiates into the body". (?!)

"YSL Beauté is disappointed that the ASA has upheld the small number of complaints about this advertisement for Belle d’Opium," said a rep for YSL. "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 30 years ago..."

Click the images to enlarge and Sneak Peek Mélanie Thierry for YSL's "Belle d'Opium"...