GIVENCHY PARFUMS COMMITTED TO AGROECOLOGY
Since 2023, Givenchy Parfums collaborates with Cristal Union, its main alcohol supplier, with the objective to improve the agricultural practices in the beetroot sector, from which the alcohol in its perfumes is sourced. This project is based on the Regeneration Index, a tool developed and verified by the association “Pour une Agriculture du Vivant”, to assess the agro-ecological score of farms and to support farmers on their path to progress. As part of this project, Givenchy Parfums works with Genesis, selected by the Maison des Start-ups LVMH and awarded at VivaTech for its tool measuring the health and quality of soils. Genesis will be in charge of collecting precise data about soil health on a regular and geolocated basis in order to assess the impact of agricultural practices on their health and their contribution to ecosystem functions. In 2023, more than 50% of the alcohol purchased by the Maison was covered by this partnership.