Guerlain and Angelina Jolie Disclosed Women for Bees
- Chaileedo Press
- May 24, 2022
- 3 min read
In honor of World Bee Day, Guerlain has teamed up with UNESCO and Angelina Jolie to inaugurate the Cambodian phase of the Women for Bees program. As observed by CHAILEEDO, Guerlain has "good relationship" with bees for promoting products or launch digital program, all of which showed Guerlain's vision of protecting biodiversity.
To mark The World Bee Day, Guerlain has partnered with UNESCO and Angelina Jolie to launch the second program of the Women for Bees.
In a statement, Jolie said of the importance of beekeeping, "It's a way to provide families with a flexible, sustainable livelihood that balances forest conservation with providing services to communities."
World Bee Day also serves another purpose though. And that is that the issues facing bees today are great. Modern practices such as intensive farming, land clearing, which destroy natural habitats, and changing world climates have put both wild and domestic bees at risk. The annual mortality rate of bees today is 30%. And the knock-on effects are real when you consider that three quarters of cultivated crops rely on bee pollination and 90% of wild flowers depend on the insects for their survival.
For this reason, the French skincare brand created the Guerlain For Bees Conservation Programme. Under the program, the brand has launched initiatives such as Women for Bees. Spearheaded by top star Angelina Jolie, the partnership with UNESCO began last year to train female beekeepers and launch new beekeeping operations worldwide.
As honeybees are an endangered species, Guerlain and its partners aim to help restore global bee populations through initiatives such as six months of training, the first round of which takes place in the south of France in 2021.
In fact, Guerlain is closely linked to bees, with bee-related collections in its official Tmall flagship store including Advanced Youth Watery Oil, Abeille Royale Fortifying Lotion etc. Its products claim to add Guerlain France's selection of superior honey, royal jelly, allowing the skin to repair 9 times faster.
Closely linked to the brand are the bees, and Guerlain has also created the Bee Respect digital platform, a sustainability platform that provides transparent insight into the lifecycle of products and their packaging.
"We are launching Bee Respect in 2019 to help consumers better understand and appreciate the entire lifecycle of Guerlain products," said Cecile Lochard, Guerlain's Chief Sustainability Officer. "The platform looks at formula ingredients, packaging elements, suppliers, where they are manufactured or their carbon footprint and how they are recycled."
To celebrate this year's World Bee Day, the brand partnered with renowned bee artist Tomáš Libertíny, who filled Guerlain's new favorite Huile-en-Eau Abeille Royale bottle with flowers. At the same time, Guerlain has pledged to donate 20 euros for every retweet of the visuals created by Tomáš Libertíny, as well as the hashtags #GuerlainForBees and #WorldBeeDay. A total of €1 million will be donated to help bees on World Bee Day from May 20 to May 22, which will be generated over three days, when 20% of sales will be donated to Guerlain's bee program.
In order to fully advance the connection with bees, Guerlain is also launching the "Reaverse" (a hybrid of the real and the Metaverse). The project aims to connect NFT with biodiversity and "bring nature back into the real world". Guerlain sold 1,828 "encrypted bees" (or virtual bees) as NFTs to support the rewilding project in the Vallée de la Millière nature reserve in France. Each of the 1,828 "encrypted bees" is associated with 1,828 plots of land in the nature reserve and has the exact geographical coordinates of the corresponding area.
The "encrypted bees" will be available at the end of April on Objkt.com, the NFT marketplace. Depending on their rarity (8 super rare, 20 rare, 500 quite rare and 1300 normal), the "crypto bees" will cost 70 to 890 euros. In addition, Guerlain has launched a Twitter account @guerlain_nft.
In 2022, Guerlain will continue to explore new frontiers: scalp and hair care.
Following the launch of the third generation of the new Abeille Royale Advanced Youth Watery Oil, Guerlain is once again launching its own new product, Guerlain Scalp & Hair Youth Oil-In-Serum, following the classic formula technology of its star product, Gold Repair Recovery Honey.
It is worth noting that this is the first attempt of the Guerlain Abeille Royale series in the field of hair care, but not the first foray of Guerlain in this field. 140 years since the brand was founded in 1828 until the 1970s, Guerlain has been providing customers with hair care products.
The Guerlain Scalp & Hair Youth Oil-In-Serum comes in the same sophisticated packaging as its star product, the Abeille Royale Advanced Youth Watery Oil, in a glass bottle made from partially recycled materials, with a honey tone and polygonal shape inspired by beehives. Recyclable FSC-certified paper is tightly fitted to the bottle to minimize packaging consumables. It is available on the Chinese e-commerce platform Tmall with a price of $171.
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