REEK perfume, launches its signature scent with a campaign of unretouched images that challenge beauty industry standards.
The idea behind new brand REEK perfume is simple. Women aren’t memorialized – there are fewer statues, fewer plaques, fewer female prizewinners, fewer reviews of books written by women, so the REEK team decided to start memorializing women in scent. It’s an interesting concept, one they call an 'everyday rebellion'.
This August the brand launched DAMN REBEL BITCHES – a hand mixed, hand poured au de parfum created by award-winning indie perfumer, Sarah McCartney. The perfume stands as a tribute to the Jacobite women, cultural and political rebels to whom there are, of course, no statues. What speaks to us most about the brand & it's first perfume, is the fact that they aren't selling sex - they're selling strength, independence and rebellion.
REEK’s website went live with a campaign shot by photographer Bethany Grace and Art Director, Molly Sheridan in October, emblazoned with the phrase ‘We weren’t retouching. Not because it's shocking. Not because it's trending. Because these bitches don't need it.' The launch was swiftly followed by a 'Damn Rebel Bitches' sticker campaign, look out for them - apparently they're popping up across the UK & Europe already.
You can see the full campaign and shop the perfume at www.reekperfume.com
Feature by Bethany Grace