Yves Saint Laurent (YSL) is a designer brand that came out with a perfume in 1977 called Opium, this was an "Oriental-spicy" (Moran, 2000) scent designed for the brand. Let's put aside the racist connotation of the original name for this petition. In 2014, the brand re-released the perfume this time with a new name: Black Opium.

Since 1999, over 450,000 people have died from opioid misuse. These deaths are due to the Opioid Epidemic that is still a problem nationally.

It is my belief that using the idea of opium as chic is tactless and harmful to the destigamatization of this Opioid Epidemic. Not only is the name of the perfume an issue, but the marketing uses the same "heroin chic" esthetic of ads from the 90s, which furthers an unhealthy narrative.

Please think of all of the friends, family, and loved ones of those lost to the Opioid Crisis and help this get enough attention to reach YSL and, at least, get them thinking about rebranding.

I know it may not seem like much, and it may not change the world, but for some people loosing someone to overdose, is their whole world.

Not one more. Thank you for taking the time.