Brief set by D&AD. Having worked in a department store I witnessed how much fragrance waste their was due to strict visual merchandising rules for a lot of brands which result in destroying half used perfume testers. I then created an organisation called Wasted Beauty which protests to brands to change their visual merchandising rules to allow testers on the shelf to be finished before they are thrown away. Wasted Beauty is aimed at making the fragrance market aware of this waste and getting consumers to sign a petition available on the Wasted Beauty website to then take to brands to make them aware that it needs to be looked into and eventually stop this unnecessary waste. The organisation is more aimed towards the female market as woman tend to own more and also purchase more fragrance as 79% of woman own between 2 and 10 bottles unlike 51% of men that own between 2 and 4.