LVMH-owned beauty and fragrance house Guerlain marked World Bee Day with the launch of the #GuerlainForBees fundraising campaign.
Guerlain is donating 20% of its worldwide sales between 20 May (World Bee Day) and 22 May (International Day of Biological Diversity) to support bee conservation through its #WomenForBeed programme.
The maison is also donating US$20 to the programme for each repost of its 20 May World Bee Day Instagram post.
The post was created by Slovakian Artist Tomáš Libertíny and features the hashtags #GuerlainForBees and #WorldBeeDay. Guerlain aims to raise €1,000,000 (US$1,060,000)through the campaign.
Proceeds from the fundraising drive will fund the second #WomenForBees training programme in Cambodia. Guerlain has partnered with UNESCO, actress/philanthropist Angelina Jolie and the Maddox-Jolie-Pitt Foundation to support 11 women in their dreams of becoming professional beekeepers.
The programme is running in Siem Reap, the Tonle Sap Biosphere Reserve and in the Samlot district in partnership with the UNESCO Office in Phnom Penh. It aims to help women achieve financial independence through beekeeping, while protecting the habitats of endangered bee populations.
As reported, Women for Bees is a five-year programme that offers training and education for aspiring female beekeepers. By 2025, the programme will have created 2,500 beehives within 25 UNESCO biosphere reserves with the aim of repopulating 125 million bees.
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.
The bee has also become a symbol for the house’s long-term sustainable commitments. 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.
The Women for Bees project is the latest in a series of bee conservation initiatives by Guerlain. Since 2011, the programme has launched research, conservation and philanthropy partnerships with the Ouessant Brittany Black Bee Conservation Association, the French Observatory of Apidology, GoodPlanet Foundation and ELYX Foundation. In 2018, the programme also launched a ‘Bee School’ campaign to raise awareness about bee protection among primary school children.
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