A long time ago, before industrialization, before we had crowded and chaotic cities, cars and airplanes, nature was the dominating element of our lives. With its fauna and flora, nature has always generously offered human beings the most essential primary and raw resources for our survival.  From agriculture to medicinal products plants are a precious resource found in most of the meals and products we consume.  The Yves Rocher group, a self proclaimed “world leader in botanical beauty care” was born in Brittany in 1959. This brand is a world leader in botanical cosmetic products that range from skincare to makeup and fragrances that should embody values of botanical nature and the purity and freshness of nature.  This cosmetic brand is famous for its mail order system, most costumers are able to order directly from home or the internet all the desired products, and Yves Rocher ships them directly to your home in a recycled cardboard. The Yves Rocher group is world protagonist in the cosmetic industry with brands like Yves Rocher, Daniel Jouvance or Kiotis.

On the United States’ version of the website, Yves Rocher clearly states its five of Botanical Beauty, principles that are according to them the outcome of their researching and investing in plan research. Their first active principle consists in basing their behaviour on the plant world while always putting plants at the centre of all their products. The cosmetic company reminds us that they “select amongst 1, 100 ingredients of plant origin, those that are best adapted to the cosmetic benefit of each product” (Source: http://www.yvesrocherusa.com/control/dynpage/~struct=about/~page=botanical_beauty/).  Considering that the flora is the crucial element at the centre of Yves Rocher’s production, the international firm seems to have quickly realized that nature is a golden mine that needs to be protect and conserved.  Endangered species and the destruction of the flora could have direct repercussions on the financial balance of the company. In coherence with this mental framework, the forth active principle of the Botanical Beauty guideline is to protect the planet world by what they call “Actively defending the environment” (Source: http://www.yvesrocherusa.com/control/dynpage/~struct=about/~page=botanical_beauty/).  On the website, Yves Rocher states the importance of verifying the status of a plant before using it, in order to avoid using endangered species. In order to limit their impact on the environment, the company declares that they have committed to planting 3 million trees in five years.  For instance, the company realized the scarcity of Arnica Montana, in order to protect the specie; they have decided to replace it with Arnica Chamissonis, cultivated directly on Yves Rocher’s fields.  The firm’s plant Charter also specifies that they forbid the use of GMO botanical ingredients, forbid animal testing and refuse to use animal ingredients, favor cultivated plants and give priority to organic supplies (Source: http://www.yvesrocherusa.com/images/templates/article/cosmetique_vegetale/GUIDE-COSM-GB.pdf). In addition, Yves Rocher also created the Vegetarium, the first museum in Europe totally dedicated to the world of plants. This museum located at La Gacilly (France), is a valid initiative in order to inform public and raise awareness about the need to protect nature.

In order to bring their environmental commitment to the next step and testify their long-term commitment to green causes, in 1991, Yves Rocher founded the Yves Rocher Foundation, under the wing of “Institut de France”, the foundation is “committed to nurturing and protecting nature and humanity” (Source: http://www.yves-rocher-fondation.org/ca/en/foundation/mission/). In order to directly instigate citizens to launch sustainable initiatives at the local level, since 2001, the foundation launched the Women of the Earth Award who celebrates women in 11 countries who are striving to protect nature. The winning recipients receive consistent bursaries that can amount up to seven thousand dollars. In addition to this award, the foundation also directly supports other green initiatives like the restoration of historical gardens or activities to raise awareness on environmentalist issues in schools. In 2007, the Kai Makana project (which can be translated into ”Gift from the Sea”) was awarded $ 7,000, a project “dedicated to the education of the local population to preserve the ocean and marine life” (Source: http://www.kaimakana.org/docs/02282007.pdf).

Based on the firm’s self-corporate presentation, Yves Rocher pushes forward the importance of giving back to the nature constructing “a beauty that uses the regenerative power of plants its vital energy, resistance and longevity” (Source: http://www.yvesrocherusa.com/control/dynpage/~struct=about/~page=50_years/). This cosmetic leader firm has focused its brand identity and marketing strategy on the production of natural botanic products that reflect the natural beauty of nature. It is logical for this corporation to try to preserve and conserve nature, the most important resource and centre piece of their whole business. The seem to demand an ethical respect towards beauty in all its facets: the beauty of a woman should be praised and respected just as much as the beauty of nature!