If you've always wanted to smell of trash, here's your opportunity. French perfumier Etat Libre d'Orange announced earlier this year that it would launch a perfume made from the amount of waste that is left over from the industry's process of fabricating perfume. Now it's here: a luxury fragrance named "I Am Trash: Les Fleurs du Dechet."
Ogilvy Paris worked on the launch and on the campaign for the fragrance, which itself is compiled from garbage. The agency used old printed materials to create a fully new recycled outdoor campaign. A series of six original pieces, which can be seen in the Making Of film shown here, are also being posted on social networks.
So what does it actually smell like? Perfumier Daniela Andrier, who has created perfumes for the likes of Guerlain, Kenzo, Prada, Valentino and Yves Saint Laurent, says: "I envisioned this scent as a fertile land. My question was therefore: What could be reborn in this land? It is from this reflection that I had the idea to combine the materials from upcycling with notes of strawberry."
Ogilvy creative directors Juana O’Gorman and Beatrice Lassailly add: "The creative bias was radical from the beginning of our initiative. We wanted to prove that beauty can come from waste. The composition of the perfume gave a very delicate and refined result in opposition to the brutality of a name like 'I Am Trash.'"
The product is available now in Paris at Etat Libre d’Orange and Selfridges London.