LVMH-owned beauty and fragrance house Guerlain has launched a bee conservation campaign on Instagram called ‘Bloom a Kiss, Save the Bees.”
The campaign, kickstarted by Guerlain Muse Natalia Vodianova, will run throughout April.
The campaign encourages Guerlain’s social media fans to post a selfie and contribute towards bee conservation and protection.
Following Vodianova’s initial post, a ‘Kiss Kiss Chain’ of selfies will also be posted from other Guerlain muses this month.
To participate, users need to post a virtual kiss on Instagram using Guerlain’s Kiss Kiss filter, tag Guerlain and add the hashtag #GuerlainKissKissChain. For reach kiss selfie, Guerlain will plant 10,000 melliferous flowers, which are rich in nectar, pollen and serve a food source for bees. The melliferous flowers also help maintain bee habitats.
The campaign also promotes Guerlain’s Kiss Kiss Shine Bloom lipstick range, which launched in global travel retail this month.
Kiss Kiss Shine Bloom is a shine lipstick made with 95% naturally-derived ingredients. It has been infused with organic ingredients like Candelilla wax, Winter Rose Oil extract and Shea Butter and reflects the beauty house’s commitment to using a minimum of 90% natural-origin ingredients across its makeup portfolio.
Guerlain’s sustainable mission comprises five pillars: innovating sustainably in full transparency, preserving biodiversity and protecting bees, acting for climate change and creating a positive social impact while safeguarding nature.
As reported, Guerlain recently teamed up with UNESCO to launch the ‘Women for Bees’ female beekeeping entrepreneurship programme.
For over ten years, Guerlain has been committed to protecting and conserving bees, which have become a symbol for Guerlain’s long-term sustainability goals.
The ‘Guerlain For Bees Conservation Programme,’ which embraces the Women for Bees campaign, is built on four key pillars: bee protection, bee welfare, bee repopulation and education on bees.
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