![]() ![]() It was the first brand to sponsor a rock tour, and the practice soon became a music-industry standard. ![]() In 1981, Jovan paid the Rolling Stones $1 million to put the brand’s name on the tickets sold during the band’s American “Tattoo You” tour. But then enter the Rolling Stones, and Jovan Musk truly became a contender. It doesn’t wash off when you swim or bathe.” Based on its potency alone, Jovan Musk was certainly positioned to transition from a mere patchouli alternative (it was the ‘70s, man) to an ’80s power perfume. In a 1972 trend piece about musk oil having recently become popular, TIME quoted Bernard Mitchell, then-president of Jovan, Inc., as saying, “The scent will stay with you maybe four days. Other groups would complain of Opium’s tawdry sexuality and glorification of drug use well into the 2000s. Opium hadn’t, however, experienced its last brush with controversy. The controversy did little to curb the perfume’s market appeal, and the spicy, lingering scent became an ’80s powerhouse, paving the way for equally audacious perfumes. Offended by the name, a group of Chinese Americans formed what they called the American Coalition Against “Opium” and Drug Abuse and boycotted the perfume, claiming that Yves Saint Laurent was glamorizing drug use and showing insensitivity to the Opium Wars that took place in 19th-century China. People were actually having sex on a lower deck.” Diana Vreeland was on board the ship, and model Jerry Hall, who began dating Mick Jagger around the same time, was the face of the ad campaign.ĭespite the perfume’s heady air of sex, drugs and glamour, not everyone wanted to join the party. The boat was draped in rich red, gold, and purple, while an enormous statue of the Buddha rounded out what the media would describe as its “Oriental theme.” The Los Angeles Times would report a Studio 54-esque atmosphere: “More people were snorting cocaine in the bathroom than ingesting 13,000 oysters, clams, and mussels on the disco deck. For Opium’s 1977 launch party, Yves Saint Laurent rented a ship called the Peking to sail New York’s East Harbor, with Truman Capote as its captain.
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