The chain of stores Abercrombie & Fitch is in the habit of wooing its customers by spraying their fragrance Fierce in the atmosphere of their boutiques. This olfactory branding approach has just now been given the big thumbs down by a group of teens demonstrating in San Francisco from the movement Teens Turning Green protesting in front of the store while chanting "A & F Stop Spraying Us."
Their action is reportedly and according to them based on empirical evidence and was followed up by a search in a cosmetics database. Their decision to protest is apparently consecutive to a report by The Campaign for Safe Cosmetics which states that Fierce contains 11 harmful and undisclosed chemicals which have been shown to have a negative impact on the DNA in sperm by altering it, cause cancer etc. although more studies need to be done to confirm, or disprove the results...
It looks like, but it is not confirmed, that the teens were looking for a green issue to work on rather than being motivated as separate individuals to regroup their concerns. The Teens Turning Green is a national movement.
The young protesters are asking for a stop to the practice of diffusing Fierce as an ambient perfume or second best, to post signs that would warn customers about the potential harmful effects of the fragrance's chemicals.
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You can watch their open letter to Jeffries, the CEO of Abercrombie et Fitch which they posted on You Tube,
You can also watch the protest here,