Orchids inspire Guerlain's sustainable future

The eighth China International Import Expo wrapped up on Monday in Shanghai under the theme "New Era, Shared Future". French beauty and perfume brand Guerlain returned to the expo to showcase the brand's exploration into the mysteries of orchids and its vision of shaping a sustainable future of craftsmanship and creativity alongside other brands under LVMH group.

With nearly two centuries of heritage, Guerlain has consistently regarded sustainability as both a guiding vision and a source of creativity, taking tangible action to protect biodiversity. The brand collaborates with global experts, environmental advocates, and beekeepers through initiatives such as the Tianzi Biodiversity Reserve rainforest restoration project and the Women for Bees program.

At this year's CIIE, Guerlain showcased an art installation inspired by the orchid, a sustainable and enduring tree of life. The flourishing orchids, with their resilient elegance and extraordinary vitality, embody the inspiration behind Guerlain's Orchidée Impériale skincare series, which awakens the skin's youthful energy from within and restores lasting radiance.

Since 2007 as a pioneer of sustainable commitments, Guerlain has made nature conservation central to its mission, supporting the Orchid Conservation Program. Since 2011, in Southwest China's Yunnan province, one of the world's oldest orchid habitats, Guerlain has vigorously promoted the Tianzi Biodiversity Reserve rainforest restoration project, restoring and revitalizing natural orchid environments. More than 20,000 orchids have been rejuvenated, including the Vanda coerulea, commonly known as blue orchid, blue vanda or autumn lady's tresses. It is a species of orchid found in Northeast India with its range extending to Yunnan, China.

During the expo, Guerlain specially invited Li Mingguo, head of the Tianzi Biodiversity Reserve, to share insights on-site. With the launch of the sixth-generation Orchidée Impériale Cream, Guerlain honors the wonders of nature, delving into the magical realm of orchids, bringing the magnificent Grammatophyllum speciosum back into focus and celebrating the symphony of coexistence.

In 2020, Guerlain partnered with UNESCO to launch the "Women for Bees" program, helping women develop sustainable businesses. This year, Guerlain extended the project to the Xishuangbanna Biosphere Reserve in Yunnan, fostering women's empowerment globally while advancing the protection of local bee species and biodiversity.