Why Angelina Jolie has set out to save the humble insect

“Without bees, there isn’t any extra planet. It’s completed.” That’s the stark warning from Ann Caroline Prazan, Guerlain’s worldwide creative director for model tradition and heritage.The French cosmetics, skincare and perfume home has a long-standing relationship with the bee. In 1853, the firm’s founder, Pierre Francois Pascal Guerlain, created a fragrance for the Empress Eugenie to have a good time her marriage to Napoleon III. The perfume, L’Eau de Cologne Imperiale, was housed in the now-famous Bee Bottle, which was adorned together with his majesty’s coat of arms, a swarm of bees and a festoon sample impressed by the Place Vendome.The bee has been intertwined with the home’s story ever since, whether or not showing as a recurring motif on the bottles for the model’s Le Absolus d’Orient or Aqua Allegoria collections, or contributing to the components of the Abeille Royale skincare line, which is crafted utilizing honey produced by black bees on Brittany’s Ouessant Island.Guerlain has launched initiatives to assist shield bee populations round the world. Photo: Strategies International A logo of sustainabilityIn extra concrete phrases, the bee is important to the pollination of lots of the treasured components that Guerlain incorporates into its perfumes, and is an emblem of the pure world, which the model has lauded since its launch nearly 200 years in the past. And now, the bee has turn into an emblem of Guerlain’s dedication to sustainability.“In the starting, the bee was extra an emblem of the empress and Napoleon III; an imperial image, relatively than an emblem of nature and of our dedication to sustainability. But for 50 years, now we have recognized the bee is at risk and now we have wished to shield it,” Prazan tells me.Guerlain prides itself on utilizing the highest high quality components. Photo: Guerlain As a part of these efforts, final 12 months the firm joined forces with Unesco to launch Women for Bees, a beekeeping programme that encourages ladies to purchase the theoretical and sensible data to set up and handle sustainable beekeeping operations. The purpose, by 2025, is to have 2,500 hives inside 25 Unesco biosphere reserves, from France to Ethiopia and Cambodia, in the hopes that the programme will contribute to the repopulation of 125 million bees. Simultaneously, it can create a global community of feminine beekeepers who can share their scientific data and native experience on the essential function bees and pollination play in sustaining the planet’s meals safety.Angelina Jolie, godmother of beesAngelina Jolie, face of the Mon Guerlain perfume, is the “godmother” of the Women for Bees initiative, which happened throughout a visit to Cambodia in 2019. “I used to be in Cambodia with Angelina Jolie capturing a marketing campaign for Mon Guerlain, and she or he stated: ‘I would like to present you my basis and for you to meet my crew in Cambodia.’ We had a unbelievable go to and met some wonderful folks,” Prazan recounts.Ann Caroline Prazan, Guerlain’s worldwide creative director for model tradition and heritage. Photo: Guerlain “Some of them confirmed me their bees. Angelina and I instantly stated, now we have to do one thing collectively for the bees. We need to push beekeepers, particularly ladies. Angelina Jolie could be very dedicated to serving to ladies, in Cambodia and throughout the world, so she grew to become our godmother.”The partnership was celebrated in an ethereal portrait of the actress, taken for National Geographic by world-renowned photographer Dan Winters, wherein the actress and activist is roofed in reside bees. “We consider a future with out bees as science fiction, however bee populations are declining globally, due to human exercise,” says Jolie. “The implications for our meals provide, for biodiversity, if we proceed on this path, are apocalyptic.“As I began to work with Guerlain, we spoke typically about bees, after which we actually began to discuss what may we do to enhance the state of affairs – what may we do for each for the bees and likewise for girls. This world sisterhood that’s forming with this Women for Bees programme could be very thrilling,” explains the actress.Angelina Jolie in the Mon Guerlain marketing campaign. Photo: Guerlain Guerlain has an extended historical past of innovation. In truth, it is rather tough to do something new at the firm, as a result of nearly every little thing has been completed earlier than, says Prazan with amusing. Case in level: a 12 months in the past, at an public sale, Prazan purchased the first lipstick ever created by Guerlain. Released in 1870, Ne M’oublie Pas was additionally the first lipstick tube in the historical past of recent make-up – a pink wax stick that revolutionised the trade. It is one among many firsts for Guerlain, which additionally invented the first face serum, the first commercially packaged kohl eyeliner, the first moisturiser and even Nivea cream. When Prazan acquired her historic tube of lipstick, she realised it was refillable. “So in 1870, Guerlain invented the refillable lipstick. That’s sustainability,” she says.A historical past of innovationThe maison’s lengthy historical past and invaluable contribution to the worlds of magnificence and perfume can be additional highlighted in a global exhibition making its debut in Shanghai subsequent 12 months. “For me it’s a unbelievable problem and alternative to share this wonderful story and talk about Guerlain. People want to know.“I’ve one among the finest archives in the trade, with 18,000 objects, together with photos and items of writing. My archives are fabulous and I proceed to shield and enrich all of them the time,” Prazan tells me with unbridled enthusiasm.The exhibition may even make a cease in Dubai, a spot that Prazan holds shut to her coronary heart. “This is the most wonderful area for me, as a result of the individuals are so subtle and so they love perfumes. The clientele is so wonderful, so passionate and so in love with perfumes and good components. So the bridge between Guerlain and the Middle East is no surprise.”A tribute to the Middle EastLe Absolus d’Orient acts as a tribute to that relationship. A celebration of Oriental scents, the assortment consists of eight distinct fragrances, together with the newly launched Epices Exquises, which mixes tinges of black pepper with woody notes of oud, patchouli and sandalwood, and aspects of cardamom, pink pepper and contemporary inexperienced angelica.“With Epices Exquises, I wished to re-transcribe the shocking scent of the irresistibly spicy cardamom espresso I’m given each time I go to the Middle East,” says Guerlain’s grasp perfumer, Thierry Wasser. “This espresso’s distinctive mix of spices fills my reminiscence with deliciously contrasting sensations: at the prime, contemporary accents of cardamom mingle with a heat, peppery, sensual base. It’s an intoxicating perfume.”To have a good time the launch, Guerlain has teamed up with artist Tarek Benaoum, who was tasked with reinterpreting the model’s double G motif in his signature avenue art-inspired calligraphic model. Illuminated with gold and ochre tones, he has rendered it as a shimmering gust of wind sweeping throughout the desert dunes.Le Absolus D’Orient. Photo: Guerlain This, too, continues an extended held custom at the French home. “Art is vital in all the story of Guerlain,” Prazan explains. “Guerlain has been a patron of the arts since 1828, and for me, artwork is at the centre of the Guerlain technique. Guerlain creates artwork when it transforms nature and since the starting it has been very related with artists.”While her predecessors cast relationships with the feminist nineteenth century painter Louise Abbema, or the Impressionists, or the infamous Serge Diaghilev, founding father of the Ballet Russes, Prazan has a selected affinity for Oriental artwork, and is already planning collaborations with Nadine Kanso and Nja Mahdaoui.“Artists are so necessary in our world, particularly these days, as a result of they’ll sense the future and be impressed by what’s round us. And a perfumer is totally like an artist. But as a substitute of color, like a painter, he makes use of totally different scents.”Guerlain has teamed up with artist Tarek Benaoum. Photo: Guerlain Updated: May 20, 2022, 7:30 AM
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