The American Lung Association has been organizing the Hustle Up The Hancock for 10 years now, raising millions of dollars in their quest to end lung disease. With Purity, we wanted to dramatize the perfume experience by highlighting a scent they've never experienced - clean air. By giving people an empty perfume vial, Purity caught people off-guard and drew their attention to the ALAC's goal of improving the air we breath.
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