Alisha Boe new face of Black Opium

Alisha Boe has been appointed new global brand ambassador for Yves Saint Laurent Beauty’s fragrance Black Opium.

Alisha Boe has been appointed new global brand ambassador for Black Opium.

The 29-year-old actress is delighted to be working with Yves Saint Laurent Beauty on a campaign for their “iconic fragrance” and admitted her new role has fulfilled a dream she “never even knew” she had.

She told WWD: “I think in some way or another we all have a link with Black Opium — it is such an iconic fragrance.

“I have always loved what the fragrance represents, and I think that is what drew me to it most. She’s the cool ‘It’ girl with a magnetic aura — yet relatable and fun — and I guess in some ways, I’ve always seen parts of myself in the ‘Black Opium’ girl.

“Being the face of Black Opium feels like the most organic partnership I could ever have asked for, and becoming part of the YSL Beauty family is a dream I never even knew I had.”

The brand are delighted to have the 13 Reasons Why actress on board for the campaign, which introduces new scent Pink Glaze and sees Alisha unlock a party in the hills.

Yann Andrea, global brand president of YSL Beauty, said: “She’s the catalyst who pulls her entire crew into a state of shared and electric obsession.

“[Alisha is] fiercely magnetic, while remaining approachable and deeply relatable. We like this tension.

“Alisha is young, free-spirited, a rising voice. She’s deeply connected to the values of our time.”

The campaign celebrates the idea of togetherness.

Yann said: “One of the key signatures of YSL Beauty is this ability to capture the edginess of the now, while always remaining entirely rooted in its couture heritage.

“The way we have been working on Black Opium, on this new campaign, fully connects with this spirit. It is on one side to stay true to the franchise DNA, but at the same time to make it even more connected with the now.

“The idea was to capitalise on that territory, bringing contemporary relevance.

“Today the young generation really craves something more collective, shared energy, a kind of crew built in the moment.

“This is what we wanted to infuse in the new campaign of Black Opium. It was about bringing this notion of the collective into the [fragrance’s] territory.

“The new campaign really embodies this cultural shift.”