Guerlain calls for action to mark World Bee Day
Perfumes & Cosmetics
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© ARR
Beginning on World Bee Day, May 20 and through May 22 – the International Day for Biological Diversity – Guerlain is for the third consecutive year encouraging its global community to take action. By helping raise awareness about the vital importance of protecting bees, Guerlain turns its commitments to future generations into concrete initiatives.
To celebrate this year’s World Bee Day, Guerlain gave carte blanche to French artist Céline Cléron, known for her advocacy in favor of animals. The painter, sculptor and visual artist has reimagined the bottle and packaging of Guerlain’s Abeille Royale Advanced Youth Watery Oil, creating a colorful field of flowers in a buzzing garden, alive with a ballet of the invaluable pollinators. The artist has also done a series of watercolor drawings to illustrate simple things everyone can do to help protect bees around us: plant melliferous flowers that provide quality nectar and pollen, let part of the garden grow wild, and provide bees with water. The drawings are reminders of the vital role bees play in ensuring a balanced ecosystem. Almost 90% of the world’s wild flowering plants depend on pollinators, especially bees, according to the IPBES.
Guerlain’s initiative is also a reminder that unsustainable agricultural practices, excessive use of pesticides, climate change and extreme temperatures, habitat destruction and biodiversity erosion continue to radically impact the health of bees worldwide. Guerlain is at the same time inviting Friends of the House to join its actions from May 20-22. Angelina Jolie, Gina Alice, Karen Wazen, Blanca Suarez, Lena Simonne and Mirei Kiritani will lead Bee School sessions at primary schools across the planet. These awareness-building sessions for young generations help children understand the role of pollinators and the things they can do to help protect them. By 2025 Guerlain aims to award Bee School certificates to some 100,000 children worldwide.
In addition, from May 20 to May 22, 20% of proceeds from sales in stores and on Guerlain.com will be donated to the Guerlain for Bees Conservation Program.