The theme of Pride Amsterdam is love and respect for all. With its diverse mix of personnel, department-store chain De Bijenkorf is a frontrunner in focusing attention on and supporting the LGBT community, and it’s keen to communicate this to the world. What better way to do that than by launching an exclusive perfume? Eau de Tolérance was produced in limited quantities and offered for sale exclusively at the De Bijenkorf store in Amsterdam and through its online shop. And #spraytolerance was used as well to spread the ‘tolerance’ message across the web.