Crème de la Mer (which uses nutrient-rich sea kelp in its formula) is once again supporting World Oceans Day, by continuing its partnership with Oceana, the world’s largest international ocean advocacy organisation. The brand’s World Oceans Day campaign seeks to raise awareness not only of the beauty and restorative power of the sea, but also of its fragility.
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Crème de la Mer has created a limited-edition 100ml Crème in special themed packaging to celebrate World Oceans Day |
2012 marks the seventh year of partnership between Crème de la Mer and Oceana. To celebrate this alliance, Crème de la Mer has created a limited-edition 100ml World Oceans Day Crème in a specially-designed ocean-inspired jar, which went on-counter in Americas travel retail in May, and is rolling out this month in Asia Pacific, Europe, Africa and the Middle East.
In addition, Crème de la Mer will make a US$200,000 donation to Oceana, in support of its Habitat Protection Campaign, as well as other global initiatives for ocean conservation.
“La Mer’s support has helped Oceana win important victories for ocean habitat in places such as Belize, Alaska and Chile,” noted Oceana CEO Andrew Sharpless. “To date more than a million square miles have been protected. La Mer’s constant and unwavering commitment to Oceana and to saving the world’s oceans has really made a difference.”
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Crème de la Mer has been raising awareness of World Oceans Day via an interactive event at Heathrow T5 |
From the 30 May to 12 June, Crème de la Mer has been inviting travellers at London Heathrow T5 to celebrate World Oceans Day via an interactive event within the World Duty Free Group store, in front of its striking “Wonderwall” of digital plasma screens. Passengers have been invited to discover the sea’s treasures through digital touch screens and iPads.
To further inspire people to enjoy the oceans’ beauty and bounty, Crème de la Mer has teamed up with National Geographic to launch the “La Mer Oceans” photography competition. Applicants will be encouraged to submit images that in their opinion capture the majesty of the world’s oceans.
“Our goal is to encourage people to experience just how renewing and revitalising the oceans can be, and to share those experiences,” explained La Mer General Manager Sandra Main. “By underlining the very personal connection people have with the sea, we take a first step towards conservation and bringing people together to foster healthy oceans.”
From 15 May to 31 July, applicants can submit up to three photographs at www.nationalgeographic.com/LaMerOceans. A National Geographic expert will judge submissions basely on creativity (33%), photographic quality (33%) and effective illustration of the contest theme (34%).
The grand prize winner will be invited to participate in a National Geographic Photography Expedition, led by a National Geographic photographer. The winner will explore the northwest seaboard of North America. The 12-day, 11-night adventure includes round-trip airfare for two, accommodation and meals, plus a year’s supply of Crème de la Mer.
Ten semi-finalists will receive US$1,000 worth of Crème de la Mer products, an ocean-themed National Geographic print and a copy of Brian Skerry’s Ocean Soul book. The winners will be announced in September.
WORLD OCEANS DAY
Created in 1992 and made official by the United Nations in 2009, World Oceans Day takes place annually on 8 June. It serves as a time to recognise the importance of the sea as a vital ecosystem and to take action to preserve its delicate habitats and wildlife. With more than 300,000 members in 150 countries, Oceana has greatly reduced over-fishing and protected marine habitats with its science-based policies.
For more information about Crème de la Mer’s World Oceans Day campaign, visit www.lamer.com/worldoceansday
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