Created in partnership with the award-winning creative network Ogilvy Paris, ‘I AM TRASH’ (or in French Les Fleurs Du Dechet) is the first luxury perfume created by Upcycling; by using the trashed ingredients to create something truly beautiful. More specifically, by using exhausted Rose petals, already distilled Sandalwood chips, and even leftover Apples from the food industry to create the most beautiful fruity, floral, and woody blend.
Les Fleurs du Déchet represents a passage to the adulthood of Sécrétions Magnifiques. It is a counter-revolution for Etat Libre d’Orange, still noisy and disruptive, but ultimately functional.
Givaudan, Ogilvy and Etat Libre d’Orange have created a three-fold company in the service of Mother Nature, to offer her a bouquet of forgiveness and let everyone know – loudly and quickly – that soon it will be too late.
Dear world: Do not throw anything away because at the bottom of our trash lies the fermented distillation of great love. The garbage trucks hold flowers that can still bleed, the peels and rinds that can still give. The noxious exhalations have honey notes that can merge with the earth. And there are so many floating concretions, the trash that is thrown into the sea, and the natural waste, the ambergris, mystical symbols, the attitudes of primitive tribes – these must now be reprocessed.
To paraphrase and distort Alan Paton: Cry, my beloved planet, for the unborn child; let him not love the earth too deeply, for it is slipping away.
So before it’s too late, let us (s)pray to the god of waste, our dear lord of leftovers.
End of sermon. This is a messianic fragrance (in natural spray, of course.)
— Etienne de Swardt
Apple Essence Upcycling, Rose Absolute Upcycling, Cedarwood Atlas Upcycling, Bitter Orange, Gariguette Strawberry