Les Fleurs du Déchet Finds Beauty in Trash
Justin Lam — April 11, 2018 — Social Good
References: adweek & moreaboutadvertising
Luxury French fragrance company Etat Libre d’Orange and Ogilvy Paris are teaming up to create a new luxury perfume known as Les Fleurs du Déchet. Designed to disrupt the fragrance industry, this particular perfume is concocted completely of trash. This idea is echoed in the name of the perfume as Les Fleurs du Déchet translated becomes "I Am Trash." This perfume came as a result of long reflection over waste and society, and was ultimately created to force consumers to reconsider the life cycle of the resources they use.
This new perfume illustrates an interesting connection between waste and luxury and shows a concentrated effort at finding a balance between the two. Les Fleurs du Déchet seems to actively condemn the waste luxury often creates, but also manages to create a solution to the problem. At the same time, part of the concept of this fragrance was to disrupt the idea of trash and showcase it as a way of reinventing beauty in all forms.
This new perfume illustrates an interesting connection between waste and luxury and shows a concentrated effort at finding a balance between the two. Les Fleurs du Déchet seems to actively condemn the waste luxury often creates, but also manages to create a solution to the problem. At the same time, part of the concept of this fragrance was to disrupt the idea of trash and showcase it as a way of reinventing beauty in all forms.
Trend Themes
1. Sustainable Fragrances - The trend of creating fragrances using recycled waste materials raises opportunities for sustainable fragrance production methods.
2. Cradle-to-cradle Cosmetics - The idea of creating beauty products from waste encourages cradle-to-cradle production methods, leading to a circular economy in the cosmetics industry.
3. Waste as a Resource - The concept of Les Fleurs du Déchet showcases the potential beauty in waste, leading to innovative ways to turn waste into a valuable resource.
Industry Implications
1. Fragrance Industry - The fragrance industry can capitalize on this trend by creating more eco-friendly products that utilize recycled waste materials as ingredients.
2. Cosmetics Industry - The cosmetics industry should consider adopting a cradle-to-cradle approach to reduce waste and increase the use of sustainable materials in their products.
3. Waste Management Industry - The waste management industry can benefit from the idea of waste-to-resource conversion by partnering with cosmetic and fragrance companies to provide materials for production.
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