Guerlain goes ‘natural’?
French luxury beauty house of Guerlain, owned by the LVMH Group, has teamed up with Brittany Black Bee Conservatory. Guerlain’s video spotlights the remarkable know-how and engagement of the Ouessant beekeepers.
The island of Ouessant, off the coast of Brittany in western France, boasts one of the purest ecosystems in the world. Designated a “biosphere reserve” by UNESCO, the island is home to the Apis Mellifera Mellifera, a native species of black bee. The honey made by these bees is so perfect that it is used as the benchmark for all the other honeys used in the Guerlain Abeille Royale luxury range.
In 2010, Guerlain reached out to ACNAB, the Brittany Black Bee Conservatory, to propose aid in protecting this species and preserving the uniquely rich Ouessant ecosystem. Guerlain set up a sustainable development philanthropy program to help fund beekeepers, promote and communicate the importance of their work, and provide legal support to better protect the bees. In 2013, the initiative earned Guerlain a special award for sustainable development- oriented corporate philanthropy from France’s Environment Ministry.