Why is Guerlain so passionate about protecting bees? Cécile Lochard, Guerlain’s Director of Sustainability, shares more on the luxury house's focus on bee preservation and sustainability goals
The concept of preserving our environment and raising awareness on animal conservation isn’t new. Several types of wildlife face the growing risk of extinction, from African elephants to Malayan tigers, and the call to do more to prevent the extinction of endangered species is greater than ever.
In fact, one of nature’s most precious wonders and frequently overlooked insects is under grave threat: Bees.
These tiny pollinators have a large impact on the world’s food supplies as they protect and maintain ecosystems along with animal and plant species. The potential extinction of bees is worrying and more needs to be done to protect them.
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World Bee Day, supported by the United Nations, falls on May 20 and French luxury beauty brand Guerlain is commemorating it by raising awareness on this biodiversity threat. In fact, the maison, as part of its efforts, is launching an international fund drive in the hopes of raising one million euros to aid the Guerlain For Bees Conservation Program. The said initiative will take place between the 20th and 22nd of May when Guerlain will donate 20% of its worldwide sales towards the cause. Loyal patrons of the House can support the advocacy by simply reposting the brand's 20th May World Bee Day image on their personal Instagram story and use the hashtags #GuerlainForBees and #WorldBeeDay. For every repost, the House will donate 20 euros to the cause; not only that but it will also spread social awareness on the importance of this noble and hardworking creature, the bee.
The connection between bees and beauty may not be realised by many but the maison wants to change that. Cécile Lochard, Guerlain’s Director of Sustainability, has been leading the company’s biodiversity programme and sustainability communications since January 2019.
In an exclusive e-mail interview with Tatler, Lochard shares more on this global topic and Guerlain’s sustainability drive, her works as part of Guerlain’s push for sustainable innovation, preserving biodiversity and promoting a positive social impact.