Feminista is said to oppose the trend of denigrating feminism and the brand will donate 15% of profits towards supporting feminist projects
A new fragrance has launched on the market that aims to support feminist values and projects.
Feminista contains notes of violet, leather, pink pepper, juniper berries, cedarwood and styrax.
The concept was co-created by Ulrike Hager and Helmut Hartl, while the nose behind the scent itself is German perfumer Geza Schön, who founded Niche perfume brand Escentric Molecules.
Feminista was inspired by Margarethe von Trotta’s new feature film Forget about Nick, which will hit screens in December. In the film, the perfume has a supporting role.
“But since its invention, the fragrance has created quite a life of its own,” said Hager.
“Feminista started out to change the ‘angry’ image that – according to research – still attaches to feminism, [but] we are doing a lot more, because we are also changing the way perfume is sold and marketed.
“We decided that we have such a strong product in hand that we really need to not only live off our backstory but create new feminist content with Feminista by taking part of the proceeds and funding new, exciting feminist projects.”
The idea, says Schön, is to oppose the trend of denigrating feminism and to advocate equality of rights for all people, regardless of gender, sexual orientation and origin.
Geza said: “It has been years that someone has come up with a truly unique concept for perfume in the industry. All the perfumes that are new on the market year after year, bore me.
The idea of Feminista was as much promising as challenging, because never in history has a perfume been created as a political statement with a strong backstory and a clear mission to become an agent of change.”
Of the profits, 15% from the fragrance will go towards projects, which Feminista plans to present on its website as a short list from which customers can choose at the time of purchase.
The scent will cost €132 for 100ml or €64 for 30ml, from the Feminista website.
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