Guerlain & Bees: A Source of Inspiration and Commitment
Demonstrating more commitment than ever to sustainability, Guerlain for Bees Conservation Program supports and cares for the bees with a dedicated network of allies and partners
Bee preservation has sat at the heart of the House of Guerlain's commitment to sustainability for over a decade. The brand's urgency to act echoes the realities that this guardian of biodiversity faces. "As environmental sentinels, bees have naturally become for us one of the most precious wonders of nature currently in need of protection. Today, they are under grave threat," shared Véronique Courtois, CEO of Guerlain.
75% of cultivated plants and 90% of wild flowering plants depend on pollinators, of which most are bees. This tacit agreement between bees and flowers that was struck several million years ago guarantees a balance in Nature. With an annual honey bee mortality rate that now stands at 30%, the disappearance of bees is a worldwide phenomenon which is endangering biodiversity.
That's why from May 20 to May 22, which are symbolically World Bee Day and International Day for Biological Diversity, Guerlain held an international fund drive to raise up to one million euros in aid of the Guerlain For Bees Conservation Program. Over three days, the House donated 20% of its worldwide sales as well as 20 euros for every repost of its World Bee Day Instagram image which features the #GuerlainForBees and #WorldBeeDay campaign hashtags.
"A fund drive of this size is brand new for Guerlain. Our objective is to push our commitment to bees—these wonders of nature that inspire our creations and guide our commitment—even further. They pose a central challenge for our House and we have made their preservation part of our purpose," said Cécile Lochard, Guerlain Director of Sustainability.
Guerlain & Bees: A Source of Inspiration and Commitment
Ever since they first landed on Guerlain's iconic bee bottle in 1853, bees have continued to inspire Guerlain with the same infinite passion that struck Guerlain's founder. Today, as a symbol of the House, bees continue to inspire Guerlain's creations, adorn some of its most rare and precious bottles, as well as an array of artistic creations and collaborations.
As nature's great alchemists, their honey with exceptional repairing properties infuses the eponymous Abeille Royale skincare line. While within the fresh Aqua Allegoria eau de toilette collection, they have escaped some of the must beautiful gardens in the world which inspire the perfumer. Forever linked to nature's beauty, as well as that of the House, bees have quite naturally become more than a symbol, they guide Guerlain's commitment to sustainability.
The Guerlain For Bees Conservation Program: A Network of Allies Mobilized in Support of Bees
The conservation program features six partnerships and initiatives dedicated to bees:
- Since 2011: Guerlain has been a sustaining patron of the Association of the Ouessant Island Brittany Black Bee Conservatory (ACANB), offering two pillars of assistance: Financial support and support for research and communications.
- Since 2015: Guerlain has been in partnership with the French Observatory of Apidology (OFA), created by Thierry Dufresne. It has assisted in building hive stocks across Europe and promoting the rare and valuable career of beekeeper.
- Since 2018: Guerlain has operated Bee School in collaboration with the OFA. This awareness-building programme for primary school children is led by Guerlain House employees, allowing young people to learn about the role of bees and their protection. Following a two year-long pilot phase in France, Bee School was launched at an international level in 2021 and will operate between May and October.
- Since 2020: Guerlain has run the Women for Bees programme in partnership with UNESCO and in collaboration with the OFA. This beekeeping entrepreneurship programme for women aims to train new women beekeepers, create new beekeeping operations across the world within UNESCO biosphere reserves and measure the benefits of pollination. By 2025 this partnership will have allowed for the training of 50 women beekeepers, installed 2,500 hives and led to 125 million bees. Angelina Jolie has become the Godmother for the 2021 promotion of the project. Within this role she will meet women beekeepers and follow their progress throughout the year.
- Since 2020: Guerlain has served as a patron of the GoodPlanet Foundation which was created by the photographer, filmmaker and world-renowned ecologist Yann Arthus-Bertrand. This partnership’s mission is to raise young people’s awareness regarding the high stakes surrounding Bee preservation via the creation and facilitation of an artistic and educational space dedicated to the world of bees.
- Since 2020: Guerlain has supported the ELYX Foundation. Co-created with the artist Yacine Aït Kaci as part of the FACE Foundation, it promotes the values and texts of the United Nations, including most importantly the 2030 Agenda and 17 Development Objectives. The ELYX character, illustrated by Yacine, serves as the UN’s digital ambassador. He also created BEEZ, the Bee School emblem.
Inspired By Nature Since 1828
For over 14 years, Guerlain has put the conservation of nature at the heart of its work. This commitment is driven by a duty to act and pass on its legacy to future generations. This goal is carried out with conviction and humility by Guerlain's teams worldwide to ensure the quality of its creations and the longevity of its expertise, while also giving back to nature in return for everything that it provides. Guerlain's commitment to sustainable development allows the brand to pin its actions to a strategy which, to meet societal and customer expectations, is grounded in ambitious goals and identifiable achievements. Committed to innovating sustainably, preserving biodiversity, acting for the climate, and creating a positive social impact, Guerlain seeks to protect one of nature's most precious wonders above all—bees.