Guerlain accelerates its sustainable transition with “Agir pour une beauté vivante” (Acting for living beauty)

The LVMH Group company structures its CSR strategy around four clear pillars: innovation, integration, action and transmission.

In a luxury sector increasingly committed to sustainability issues, Guerlain unveils a new responsible roadmap called “Agir pour une beauté vivante” (“Acting for living beauty”). This program is a continuation of the CSR approach initiated over 15 years ago, but is now intended to give greater, structured visibility to the company’s commitments, while targeting a clientele in search of meaning.

A four-pillar approach

The program has four main lines of action:

• Innovate, with more sustainable products and processes.
• Integrate, by involving the entire value chain.
• Taking action, through concrete projects in the field.
• Passing on the knowledge to future generations.

These pillars are embodied in concrete actions. In China, Guerlain is contributing to the reforestation of the Tianzi Reserve in Yunnan, with a clear objective: to preserve wild orchids. At the same time, “Bee Schools” aim to raise children’s awareness of the importance of bees in biodiversity, through educational workshops.

Focus on women and beekeeping

One of the flagship projects of this strategy is the “Women For Bees” program, run in partnership withUNESCO. The initiative trains women beekeepers around the world, enabling them to acquire a profession with a positive ecological and social impact.

In addition to its actions in the field, the house is redesigning its online editorial space. Visitors can now discover Guerlain’s commitments according to the time they wish to devote to them: 2, 5, 10 minutes or more. This is an innovative way of promoting CSR commitment in a spirit of accessibility and transparency.

Continuity in the LVMH dynamic

These commitments are part of the wider LIFE 360 plan, spearheaded by LVMH, which aims to accelerate the sustainable transition of all its houses. In 2023, Guerlain had already made its mark by co-producing the documentary “VIVANT” with Yann Arthus-Bertrand, a visual tribute to biodiversity, highlighting over 400 animal and plant species.

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