Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.
  • Etat Libre d'Orange wanted to conceive and develop a new product that would enable it to meet its business objectives in line with the brand's forward-thinking vision – it wanted to explore new grounds that had never been touched before.
  • Around 90% of consumers feel that companies and brands have a responsibility to take care of the planet and its people, while two out of three consumers decide either to consume or boycott a brand depending on its social, political and environmental stances.
  • The brand created I AM TRASH, the first perfume made from the waste of the perfume...

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