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Fragrance and personal care

Guerlain launches campaign for World Bee Day 2024

May 20, 2024

In observation of the annual occurrence, the maison is participating in a wide range of sustainable actions. Image credit: Guerlain/Joris Vegter In celebration of World Bee Day on May 20, the brand debuts the "Love at First Buzz" alongside product updates, in-store activations and more. Image credit: Guerlain/Joris Vegter


French beauty brand Guerlain is protecting the species that inspires its products and iconography.

In celebration of World Bee Day on May 20, the brand debuts "Love at First Buzz," a campaign that includes retail incentives and event programming. From its cosmetics to its logo, the bee is a central part of the maison’s business, thus grounding its ongoing philanthropic contributions to the conservation space.

Sustainable action
Guerlain is going global for World Bee Day 2024. New digital content captures its efforts as in-store activations kick off in markets across Europe and Asia.

Northern France's Millière Valley is home to bees and biodiversity. Landing here for workshops and educational sessions, partners such as Italian film actress Vittoria Puccini, Guerlain's local sustainability ambassador, are featured across its social channels.

At the K11 Musea shopping mall in Hong Kong, the maison is hosting a “Bee Hotel Atelier” inside its storefront until the end of June, where customers can create a bee hotel that will be placed in urban areas or bee farms to cultivate local wildlife and foliage.

Osaka, Japan is one of the sites being educated with Guerlain's "Bee School," with actress Angelina Jolie assisting in the presentation. The annual programming teaches local children and their parents on the importance of bees to ecosystems and how to protect the insects.

The company also brought the information to Taiwan in collaboration with local retailer Everrich Duty-Free.

Alongside the big-picture activations, the brand is also launching a limited edition of the Abeille Royale Advanced Youth Watery Oil fragrance, now coming in shimmering gold packaging. On top of this, 20 percent of all purchases made on the maison’s website and at its boutiques will be donated to the long-running "Guerlain for Bees Conservation Programme" from May 20 to 22.

Other luxury labels have also been active in supporting endangered animals, including outdoor clothing label Canada Goose (see story).