LVMH-owned beauty and fragrance house Guerlain is celebrating World Bee Day (20 May) and the International Day for Biological Diversity with a CSR-driven social media campaign.
The campaign aims to raise €1 million to support its Guerlain for Bees Conservation programme, which embraces six different partnerships to help protect bees.
From 20 May to 22 May, Guerlain is donating 20% of all worldwide sales as well as €20 for every repost of the World Bee Day Instagram post with the hashtags #GuerlainForBees and #WorldBeeDay.
Guerlain has always been committed to sustainable innovation and biodiversity protection, with a particular focus on the protection of bees. Bee honey is the core ingredient in Guerlain’s hero Abeille Royale skincare line. Bees have also inspired the brand’s Aqua Allegoria fragrance collection and have been a constant reference point since the creation of the Guerlain ‘Bee Bottle’ in 1853.
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The ‘Guerlain for Bees Conservation Programme,’ is built on four key pillars: bee protection, bee welfare, bee repopulation and education on bees.
Since 2011, Guerlain has provided support for the Ouessant Island Black Bee Conservatory (ACANB) in Brittany.
From 2015, Guerlain has partnered with the French Observatory of Apidology (OFA) to promote beekeeping careers and develop hive stocks across Europe. In 2018, Guerlain teamed up with OFA to open ‘Bee School,’ a youth awareness programme that educates children about bee conservation. The beauty house has also announced plans to expand the Bee School in 2021.
As reported, Guerlain recently launched the Women for Bees programme in partnership with UESCO and OFA. Women for Bees is a five-year project that will offer training and education for aspiring female beekeepers within UNESCO biosphere reserves.
In an exclusive photo shoot and interview with National Geographic, Guerlain Brand Ambassador and Special Envoy of the UN High Commissioner for Refugees Angelina Jolie said: “With so much we are worried about around the world and so many people feeling overwhelmed with bad news and the reality of what is collapsing and what is happening, this is one [issue] that we can manage. We can certainly all step in and do our part, and we can do much better and anybody can.”
The striking visuals features Jolie covered in a swarm for bees. It was shot by National Geographic photographer and beekeeper Dan Winters, while the exclusive interview was conducted by National Geographic Senior Executive Editor Indira Lakshmanan.
The spotlight on bees falls under National Geographic’s Planet Possible initiative, which aims to empower people to ‘live more lightly on the planet.’
