GUERLAIN WORLD BEE DAY MAY 20th_pressmaterial

WORLD BEE DAYTHE GUERLAIN HOUSE, DEMONSTRATING MORE COMMITMENT THAN EVER TO PRESERVING BEES.

Thursday 20th May 2021. To coincide with World Bee Day Guerlain is mobilising its communities and the worldwide general public to unite by its side in commitment and action. Its goal is to raise up to one million euros towards strengthening the Guerlain For Bees Conservation Programme featuring six House partnerships and initiatives dedicated to bees.

Bee preservation has sat at the heart of the House’s com-mitment to sustainability for over ten years. Our urgency to act echoes the realities that this guardian of biodiver-sity faces.Close to 75% of cultivated plants and 90% of wild flowering plants depend on pollinators, of which most are bees1. This tacit agreement between bees and flowers that was struck several million years ago guarantees a balance in Nature. With an annual honeybee mortality rate that now stands at 30%2, the disappearance of bees is a world-wide phenomenon which is endangering biodiversity.

That’s why between the 20th and 22nd of May, which are symbo- lically World Bee Day and the International Day for Biological Diversity, Guerlain will be holding an international fund drive to raise up to one million euros in aid of the Guerlain For Bees Conservation Programme. Over three days, the House will donate 20% of its worldwide sales3 as well as 20 euros for every repost of its 20th May World Bee Day Instagram image which features the #GuerlainForBees and #WorldBeeDay campaign hashtags.“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” Véronique Courtois,CEO of Guerlain. “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.”Cécile Lochard,Guerlain Director of Sustainability.

Today, as a symbol of the House, bees continue to inspire Guerlain’s creations, adorn some of its most rare and precious bottles and an array of artistic creations and collaborations. As Nature’s great alchemists, their honey withexceptional repairing properties infuses the eponymous Abeille Royale skincare line. While within the fresh Aqua Allegoria eau de toilette collection, they have escaped from some of the most 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 PROGR A MME:A NETWORK OF ALLIES MOBILISED IN SUPPORT OF BEES. Since 2011: Guerlain has been a sus-taining patron of the Association of the Ouessant Island Brittany Black Bee Conservatory (ACANB), offering two pillarsof assistance: Financial support and sup-port 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 hivestocks 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 inter-national level in 2021 and will operate between May and October. Since 2020: Guerlain has run the Womenfor Bees programme in partnership with UNESCO and in collaboration with the OFA. This beekeeping entrepre-neurship programme for women aims to train new women beekeepers, create new beekeeping operations across the world within UNESCO biosphere reservesand 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 aware-ness regarding the high stakes surrounding THE GUERLAIN FOR BEES CONSERVATION PROGRAMME FEATURES SIX PARTNERSHIPS AND INITIATIVES DEDICATED TO BEES: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 valuesand 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.

GUERLAIN HAS BEEN CREATING EXCEPTIONAL FRAGRANCE AND BEAUTY PRODUCTS SINCE 1828 AND STRIVES TO PRESERVE, DEVELOP AND TRANSMIT THIS UNIQUE HERITAGE. IN THE NAME OF BEAUTY, WE ACT BY ELEVATING NATURE TO AN ART AND COMMIT TO PASSING ON ITS WONDERS TO FUTURE GENERATIONS, WITH THE BEE AS SENTINEL. WE INVOLVE AND UNITE OUR CLIENTS AND PARTNERS THAT SHARE THE SAME VISION, IN ORDER TO IMAGINE AND SHAPE A MORE BEAUTIFUL AND SUSTAINABLE WORLD TOGETHER.