One million euros for the protection of bees
On the occasion of World Bees and Biodiversity Day, Guerlain invited the public to act and mobilise collectively for the protection of pollinating insects.
By Eva Morletto24 mai 2022
Aware of the fundamental role that bees play in the preservation of nature, Guerlain presented last weekend its ambitious project to raise one million euros for the "Guerlain For Bees Conservation Programme", which brings together six partners linked by a common goal: the protection of bees.
A symbol of the legendary perfume and beauty house since 1853, the bee has always been a source of inspiration for Guerlain, which has been working for its preservation for the past ten years. Passing on this commitment to future generations, participating actively and financially in bee protection projects in nature reserves and parks around the world, raising awareness through actions in favour of the climate: the company's initiatives are numerous.
During World Day, the brand launched a large-scale operation: 20% of global sales were donated to the programme. Already in 2018, Guerlain created the Bee School, in collaboration with the Observatoire Français d'Apidologie. Since its launch, this programme has enabled young students to approach the world of beekeeping and discover the fundamental role of this insect in the conservation of biodiversity and flora. And since last year, the school has taken on an international dimension with branches in several countries.
In 2020, another important initiative supported by Guerlain has put the preservation of bees back at the centre of attention: the launch of Women for Bees, a programme carried out in partnership with UNESCO. This initiative achieves two goals: supporting women beekeepers around the world and protecting pollinating insects. Also in 2020, Guerlain joined forces with the GoodPlanet association, founded by the travel photographer Yann Arthus Bertrand, to create a new educational space for young people dedicated to beekeeping.
Guerlain is not the only brand committed to protecting the precious insect. Cire Trudon, the famous luxury candle manufacturer, has been involved since 2018 alongside the Conservatoire de l'Abeille Noire de l'Orne, an institution that aims to protect the biodiversity of endemic bees.
The Nuxe brand, for its part, has installed several beehives in the Jardins des Tuileries, in partnership with the Louvre Museum, and Louis Vuitton has been producing its own honey called "La Belle Jardinière" for several years on the roof of the group's headquarters on rue du Pont Neuf, in the heart of the capital.
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