The Clarins-owned fragrance brands are planting trees to create the ideal ecosystem for the sugar beets used in fragrance alcohol
Parfums Mugler and Azzaro, part of the Clarins Fragrance Group, have announced a new approach to perfumery, aiming to create alcohol for use in perfumes in a more environmentally friendly and sustainable way.
In what is described as a first for the fragrance industry, the companies are creating a balanced ecosystem for the sugar beets that are used in perfume alcohol at their production site, located on the Remicourt farm in France's Champagne-Ardenne region.
As part of the 'responsible alcohol' initiative, the companies have planted a variety of trees and shrubs specially selected to contribute to sugar beet cultivation, creating a sustainable system that protects and regenerates the environment as well as ensuring optimal production of the sugar beets for perfume alcohol, according to Clarins.
Sandrine Groslier, President of Clarins Fragrance Group, said: "Luxury according to Clarins Fragrance Group is based on a bold, long term view of the world, where making each day wondrous and transmitting a heritage to future generations coexist.
“This luxury is resolutely committed to the planet, without compromising the emotions and dreams that our creations bring.”
Clarins partnered with environmental innovation initiative PUR Projet for the project, and has already planted 2209 trees at the site in 2016 with more development planned throughout the year.
The partnership has been ongoing since 2011, with Clarins also collaborating with PUR Projet on reforestation and ecological projects in China, Thailand, Indonesia and Brazil.
Groslier added: “This pioneering project is in perfect keeping with our ongoing commitment."