In this series, we introduce our partner organizations, and illustrate how your support has had a real-world impact. Up first: The IUCN, whose highly regarded Red List is the world’s most authoritative database of species, and the threat level those species are facing.
For every bottle of fragrance we sell, we give $5 to the IUCN (or, in the case of Olmsted & Vaux, to the Central Park Conservancy, which we’ll cover in a later post) The IUCN began in 1948 as a global network of organizations partnering to preserve and protect nature, and today relies on 1,300 partner organizations and an astonishing 16,000 experts to further its mission. The IUCN Red List, established in 1964, is the most visible component of its work. Maintaining this list—and just as importantly, acting on what the list reveals—requires constant work, and your support helps ensure this important work gets done.
In recent years, the IUCN has launched the Plants for People (P4P) initiative, which focuses on assessing the four types of plants with the greatest human impact: medicinal plants; crops (and their relatives); palms; and timber.
As people that inhabit this planet, and especially as a fragrance company, we are invested in making sure any and all plants are around for a long time to come. Since our launch last June, your support has helped the IUCN assess 40 to 50 species, many of which are potentially threatened with extinction. To put it another way, that’s potentially dozens of plant types that are now being protected—all thanks to you.
“Plants are the basis of human life and of most of the biodiversity on Earth,” says Barbara Goettsch, the program officer for P4P. “Yet, despite all the services they provide—food, medicine, clean air, shelter, clothing and beautiful scenery and many more—we largely take plants for granted. Through the Plants for People initiative and the support of our partners (and this includes PHLUR), we are increasing the representation of plants in the IUCN Red List of Threatened Species, to provide sound scientific information and put conservation into action to protect these irreplaceable resources, for our benefit and for that of future generations.”
We proudly support those efforts, and want to end by showing you one specific example of your impact. Above, you’ll see a baobab tree. This tree is native to Madagascar, which holds a special place in our heart, as we are the first brand to use vetiver sourced from the island nation. In 2016, the IUCN identified the baobab tree as threatened, due to everything from human settlements and agriculture to an emerging market for baobab fruits and seeds. This assessment was funded in part by your support. So when we say our fragrances are “better for the planet, better for you,” this is exactly what we mean.