Ogilvy Paris has partnered with French perfume maker Etat Libre d’Orange to create a perfume made from trash, and a campaign to support it.
The company announced its plans to create a perfume comprising waste that was left over from the process of fabricating perfume earlier this year, and now, the brand has launched the luxury fragrance, with quite a brutal name “I Am Trash: Les Fleurs du Dechet”.
The campaign supporting the launch of the new fragrance is similarly inspired by garbage, showing some strikingly vivid scenes of decomposing, but also the birth of something beautiful out of all the decay.
Perfumer Daniela Andrier explained the inspiration behind the new perfume, saying she had envisioned “a fertile land” while creating it, which gave birth to the idea of combining recycled materials together with notes of strawberry.
The ad similarly emphasizes the concept of beauty coming from waste, as the perfume ended up smelling “delicate and refined”.
Company Etat Libre d’Orange is no stranger to unusual, edgy solutions, as the company’s philosophy is to defy conventions. Hence, their portfolio of products includes scents with names like “Putain des Palaces” (Palace Whores) or “You or Someone Like You”.
