A brand will usually try to enhance its appeal by making all kinds of advertising to increase the quantity of sale. However, Abercrombie&Fitch (A&F) seemed to using a wrong way on purchasing a perfume this time, and this mistake has also leads the business owners to face a difficult ethical dilemma. A&F required the employees to spray the fragrance frequently in the shop as part of the marketing scheme. And this caused the health problems that “the group says A&F shoppers in nearby Village at Corte Madera, an open-air mall in Marin County, complained of headaches, sore throats, coughing and nausea”. If a firm only absorbed in one’s profit and has damage the public’s rights and interests, this has totally go against the social ethics. Also, the A&F’s “Fierce” fragrance “contains 11 chemicals not listed on the ingredient label, many of which are sensitizers that can trigger asthma, headaches and contact dermatitis.” The dishonestly behavior can be treated as a default in consumers. As Abercrombie&Fitch is a powerful fashion apparel brand among juveniles, to maintain a good image is very important, in order to prevent “the fragrance event” lead a poor reputation among customers, the first thing and right thing to do is to stop the fragrance pollution!