Chanel’s project related to the cultivation of camellia, Coco’s favorite flower, in Gaujacq, in the south of France, has earned the highest level of Haute Valeur Environnementale (Hve – High Environmental Value) certification. Not the first nor the only initiative of the maison that for many years cultivate, observe and experiment those that then become the active ingredients of its treatments in open-air laboratories in different climatic areas of the world with a strategy that is based on environmental and territorial protection, enhancing the land with a virtuous agroecological approach that combines traditional cultivation practices and scientific innovation.
Thus, in the municipality of Gaujacq, in the south-west of France, between the green hills of the Béarn and the banks of the Adour, the brand has been carrying out since 1998 the program dedicated to camellia launched in collaboration with Jean Thoby, international expert on this flower, which for decades has taken care of a botanical garden-conservatory which houses 2 thousand varieties of these plants. Next to the garden are the crops of the dedicated farm.
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«In 1998 we started a collaboration with the Chanel research department to carry out experiments and create plantations – says Jean Thoby -. Trying and trying again, also thanks to the constant comparison with the phytochemistry laboratory, in 2009 we came to create a first cultivation of Camellia japonica Alba Plena ». A variety that could have disappeared without the Chanel project and which has become the active ingredient of the Hydra Beauty line of treatments.
“The 2,700 plants are grown on the ground according to ambitious and environmentally friendly agricultural practices, without the use of chemicals – adds Philippe Grandry, manager of Chanel crops on the farm -. It’s about a agroecological experimental cultivation: the introduction of specific trees and shrubs strengthens the balance and resistance of ecosystems, slightly shades the camellias, contributes to biodiversity, makes plants more resistant to diseases and predators and allows pollinating insects and birds to find shelter. The deep roots improve the quality and fertility of the soil, supply the nutrients and restore the forest litter ».
An approach that has earned the Haute Valeur Environnementale level 3 certification – the highest – for the cultivation of 70 acres and the label “Conversion to organic farming”: Two awards that testify that the agricultural practices used on the farm preserve the natural ecosystem and minimize the impact on the environment. The one with the camellias is one of the many examples of the sustainability activities of the maison which in March 2020 launched Mission 1.5 °, its commitment to tackle climate change, in line with the objectives of the 2015 Paris Agreement on climate. Among the various purposes: to halve the CO2 emissions of its activities by 2030 and to reduce those of its global supply chains by 40%. Furthermore, the company will commit to using only 100% renewable energy for its properties by 2025 and to optimize shipments, choosing low-emission vehicles and implementing smart working for its employees. In particular, with regard to cosmetic products, some products have already had reusable packaging for many years.