The NCADA, a group based in St. Louis that works to reduce or prevent the harms of alcohol and other drug use through education, intervention and advocacy, wrote this open letter to L’Oreal. 

Nichole Dawsey, the group’s executive director, writes to L’Oreal’s chairman and CEO Jean Paul Agon:

“L’Oreal’s fragrance brand Yves Saint Laurent has recently launched a massive marketing campaign for Black Opium, with the slogan “Addictive. Magnetic. Do you feel the call?” In the midst of the worst drug epidemic in the history of the United States, we at NCADA believe it is breathtakingly insensitive to sexualize and glorify opioids or their use. It’s inconceivable that, with 197 Americans dying every day from overdoses, your marketing team was unaware of the troubling implications of such messaging.”

The letter continues with this request:

“Instead of investing in a marketing campaign to promote an ill-conceived name, resources would be far better put to use in an effort to rebrand the fragrance. We ask that you pull the product from store shelves and immediately cease the current advertising and promotion of ‘addictive, magnetic’ opium.”

The ad sparking the controversy, which is shown above and embedded below, stars Zoe Kravitz and features the hit song “The Hills” by The Weeknd.

Opium first launched in 1977, followed by Black Opium in 2014 — and is ranked 8th in Top World Fragrances, according to the site Best Ads on TV where the ad is featured. 

Aside from this topic, take a look at Yves Saint Laurent’s Black Opium bottles, designed for different versions of the fragrance.

Take a look at the fancy bottles in the slider above — Black Opium Sound Illusion Limited Edition; Black Opium New Glowing Eau de Toilette; and Black Opium Pure Illusion, in a collector edition flacon.