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Luxury perfume house Etat Libre dāOrange in France is set to release a fragrance made from organic waste this fall. Les Fleurs du DĆ©chet (āThe Flowers of Wasteā) aims to showcase the ābeautyā in waste and reuse, as well as spark a conversation around how we utilize resources. Etat Libre dāOrangeās other perfumes retail for around USD 150 and include Jasmin et Cigarette (āJasmine and Cigaretteā) and Putains de Palais (āPalace Whoresā).
For the first time, smelling like trash is now an intentional act! But Etat Libre dāOrange isnāt the only fragrance creator embracing the weird and the wonderful: Glossier sells āYouā, enhancing the scent of your own skin, while Byredo will be releasing āElevator Musicā, a deliberately understated ābackgroundā scent. Collectively, these perfumes are rebelling against the traditional fragrance industry ā with its focus on evoking romance and sensuality ā and appealing to novel and more progressive consumer desires. After all, what could be a more counter-intuitive (yet strangely compelling) status story for consumers than wearing a scent made from organic waste?!
But this trend reaches beyond the beauty industry. We see brand after brand subverting the rules of its sector and/or its own brand heritage to cut through the noise. Witness Lacosteās crocodile-less polos and Dieselās āauthenticā knock-off store.
Which industry norms could you rebel against? And are you prepared to be as bold ā and as memorable ā as Etat Libre dāOrange?
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