In October 2010, Jean-Paul Guerlain (the last master perfumer of the Guerlain dynasty) was accused of racism after he stated, during a TV interview on the creation of Samsara (France 2), that 'For once, I set to work like a nigger. I don’t know if niggers have always worked like that, but anyway...'. This event was the impetus for the creation of the Collectif/Brigade Anti-Négrophobie as a movement in defence of human rights and republican values, notably where those citizens who are racialized as black are concerned. The initial acts of the Collectif/Brigade Anti-Négrophobie were to demonstrate in front of Guerlain's flagship store in the Champs-Élysées, with demonstrators wearing the iconic black and white t-shirts bearing the Brigade Anti-Négrophobie logo. These highly visible public demonstrations, and the media attention they attracted, not only succeeded in damaging Guerlain's international reputation, but also led to the decision not to open a Guerlain store in Montpellier. Guerlain was later fined €6000, while the perfume house issued a formal apology.