Lancôme has announced that as part of its initiatives for 2007, the four US Lancôme boutiques will go 'Carbonfree' on Earth Day, April 22, 2007. The boutiques are located in New York's Upper West Side; Short Hills, New Jersey; Dallas, Texas, and Santa Clara, California.
The cornerstone of the brand’s eco initiatives is a partnership with Carbonfund.org, a nonprofit organization dedicated to educating the public about climate change and offering straightforward options for climate impact reduction. Carbonfund.org enables individuals or organizations to go "Carbonfree" by investing on their behalf in climate-friendly projects that involve renewable energy, energy efficiency and reforestation.
The Carbonfund.org team will be analyzing the “carbon footprint” of the boutiques and Lancôme will be making a donation to offset those footprints. Additionally, the Carbonfund.org team will work with the boutiques to find ways to further reduce their impact on the environment. Lancôme chose to work with Carbonfund.org as it is a respected name in the environmental field and has partnered with major organizations such as the Conservation Fund.
"We were thrilled to learn that an individual boutique could go Carbonfree, not just people and large businesses," says Lancôme General Manager Dalia Chammas. "We are committed to being good neighbors in the areas where we have opened boutiques and this helps us further in that mission."
The decision to embark on a partnership with Carbonfund.org came about thanks to Lancôme’s newest spokesmodel, Elettra Rossellini Wiedemann. Elettra helped a friend reduce the climate impact of his hair salon through a carbon offset program. She asked if Lancôme could sponsor her participation in a similar program to offset the environmental impact of the airline travel she would be doing in the year ahead. Lancôme said yes and the groundwork was laid for a bigger program.
"We're thrilled to be working with Lancôme and helping its boutiques go Carbonfree," says Eric Carlson, Executive Director of Carbonfund.org. "When the world's leading luxury beauty brand gets involved on a grassroots level through its boutiques, we know it can only help and inspire others to participate in making their neighborhood a more beautiful place.”
As well as the boutiques, Lancôme are also planning other initiatives to reduce their carbon footprint: The Lancôme spokesmodels – Selena Breed, Shalom Harlow, Elettra Rossellini Wiedemann, Inès Sastre and Daria Werbowy – spend a significant amount of time traveling around the world as brand ambassadors, Lancôme will sponsor each of the women to go Carbonfree with Carbonfund.org in 2007. This will help offset the environmental impact of their travel.
Image: Lancôme spokesmodels photographed by Dusan Reljin.