YSL Beauty brought its Block Party activation to the UK to celebrate the launch of Black Opium Pink Glaze fragrance – a “thrilling” addition to its hero franchise Black Opium.

The L’Oréal-licensed beauty brand brought together UK celebrities and culture shapers to deliver a night of “fragrance, music and nightlife phenomenon”, blending YSL Beauty's deep-rooted connection to music with London’s underground scene.

13 Reasons Why actress Alisha Boe, YSL Beauty’s newly appointed Global Ambassador and face of Black Opium Pink Glaze, attended record store Rough Trade East in Brick Lane for the London Block Party edition.

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YSL Beauty’s Block Party series is described as a masterclass in hyper-local infiltration, an activation which travels the globe, celebrating local culture and creative expression.

“Over the past months, the YSL Beauty Block Party has established itself as a highly successful new event territory for the brand,” Yann Andrea, YSL Beauty's Global Brand President, told Cosmetics Business.

“It is a new way for the brand to engage with culture: locally rooted, emotionally resonant and impossible to replicate.

“It felt only natural to celebrate a moment as important as Alisha Boe joining Black Opium with a YSL Beauty Block Party [and] London was the ideal stage for this: such a cosmopolitan city with an extraordinarily rich musical history.

“By taking over an iconic 1970s record store that has shaped decades of local culture, we embrace the

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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