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French perfume maker Etat Libre d’Orange has created a perfume that will make you smell just like… trash.

Earlier this year, the company announced its plans to create a perfume comprising waste that was left over from the process of fabricating perfume. Now, the brand has launched the luxury fragrance and it is called ‘I Am Trash: Les Fleurs du Dechet’.

Etat Libre d’Orange teamed up with Ogilvy Paris for its campaign, which follows a similar theme and is also inspired by garbage. The waste materials were recycled to create the perfume’s outdoor campaign.

Speaking about the new scent, perfumer Daniela Andrier said she had envisioned “a fertile land” while creating the scent. She then came up with the idea of combining recycled materials together with notes of strawberry.

Ogilvy’s creative directors Juana O’Gorman and Beatrice Lassailly wanted to emphasize the concept that “beauty can come from waste” in the ad, as the perfume ended up smelling “delicate and refined” as opposed to its brutal name ‘I Am Trash’.

Those interested can purchase the fragrance in Paris at Etat Libre d’Orange and Selfridges London.

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Discarded ads become new art, trash becomes perfume. #lesfleursdudechet #iamtrash Available October 11th. #etatlibredorange #newperfume #newconcept #launch #ogilvy #collaboration #campaign #wastenomore #11108 #trysoon #recycleart #collage #perfume #fragrance

A post shared by Ogilvy Paris (@ogilvy_paris) on Oct 11, 2018 at 10:41am PDT

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This gif has humble beginnings in the trashcan of luxury, made from 100% recycled perfume ads. Available October 11th. #etatlibredorange #etatlibreorange #lesfleursdudechet #iamtrash #letthecampaignbegin #campaign #ogilvy #perfume #fragrance #nicheperfume #letsgo

A post shared by Etat Libre d'Orange (@etatlibreorange) on Oct 1, 2018 at 9:35am PDT

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Waste turned to want. The most wanted gif made from unwanted posters. Available October 11th. #etatlibredorange #etatlibreorange #lesfleursdudechet #iamtrash #newperfume #newscent #111018 #11october #verysoon #ogilvy #collaboration #campaign #perfume #nicheperfumes #fragrance #collage #poster #reuse #recycled #trysoon #craft

A post shared by Etat Libre d'Orange (@etatlibreorange) on Oct 3, 2018 at 8:52am PDT

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We imagined a world where luxury doesn’t have to create excess but can be created from the excess. #lesfleursdudechet #iamtrash Available October 11th. #etatlibredorange #etatlibreorange #newscent #newconcept #collaboration #ogilvy #campaign #collageart #craft #reuse #recycledart #perfume #nicheperfumes #fragrance #trysoon

A post shared by Etat Libre d'Orange (@etatlibreorange) on Oct 8, 2018 at 8:37am PDT

[via AdAge, opening image via Etat Libre d’Orange] http://www.designtaxi.com/news/401917/Unusual-Perfume-Made-Out-Of-Trash-Is-For-The-Brave-And-Bold/

The post Unusual Perfume Made Out Of Trash Is For The Brave And Bold appeared first on Digital Marketing Agency Cardiff, South Wales & Website Marketing inc. Sales and Marketing, SEO & Social Media Consultancy, Training & Services. http://www.maconsultancycardiff.com

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