Dior Partners with World Wildlife Fund to Support Puma Conservation Efforts
Parfums Christian Dior has partnered with the World Wildlife Fund (WWF) to support puma conservation. This collaboration, which began in 2023 and has been recommitted for another three years, focuses on preserving the puma, an apex predator crucial to ecosystem health across the Americas. The initiative is part of Dior's broader sustainability efforts, particularly for its best-selling fragrance, Sauvage. Cécile Lochard, global sustainability director at Parfums Christian Dior, emphasized that this is a substantive collaboration, not a superficial one. The project initially supported lynx conservation in France and jaguar conservation in Mexico and the United States before shifting its focus to pumas in Chile. The partnership aims to make a tangible difference in protecting at-risk species and aligns with the 'call of the wild' messaging associated with the Sauvage brand. The puma was chosen due to its ecological role as an 'umbrella species,' meaning its preservation benefits hundreds of other species wit...
