Hornbach is a Geman DIY store chain offering home improvement and do-it-yourself goods decided to stop and withdraw the recent campaign “The smell of spring” after being criticized for promoting racist and sexist stereotypes.
Hornbach is a Geman DIY store chain offering home improvement and do-it-yourself goods. “The scent of spring” is the title of its most recent brand campaign:
Digital culture seems to epitomize a scentfree world. Information technologies are clean. The sense of smell seems to be the outsider of a digital world. Isn’t this part of the story we tell about progress and a postindustrial society?
Ibrahim’s perfume stall in a Jordanian camp hosting Syrian refugees represents more than a business. It is also a small step towards building a community rooted in hope. We would like to learn more about Ibrahim’s endeavour. Please let him know!