Estee Lauder Companies Launches The Beautiful Earth Campaign In Conjunction With Earth Month 2013

 Paul Slavin, Managing Director of The Estée Lauder Companies Malaysia

Earth Month is an annual environmental initiative by The Estée Lauder Companies Malaysia to give back to the community. This year, the theme is Beautiful Earth and is focused on educating the public on recycling with the message “Recycle: Start Small. Start Now.” The campaign is headed by Origins brand, marketed under The Estée Lauder Companies Malaysia. Origins’ dedication towards a beautiful earth is evident from its production methodology that includes reducing pollution, lowering wastage, utilising alternate fuel (with wind powered production plants) to wise packaging choices with the least environmental impact.

From 21st to 31st March, The Estée Lauder Companies Malaysia’s Earth Month will be participating in a Beautiful Earth event in Mid Valley Megamall; an event sponsored by HSBC Bank Malaysia. Seeing the importance of Malaysian Nature Society’s mission ‘to promote the conservation of Malaysia’s natural heritage’, the campaign aims to encourage Malaysians to help save the environment and to love Mother Nature. The objective of the campaign this year is to encourage each individual, from partners and their employees to the public to get them to recycle, by starting them small, and starting them now.

Paul Slavin, Managing Director of The Estée Lauder Companies Malaysia explains “This is our 5th year embarking on the Earth Month Campaign, and we are as committed, if not more, as we have been since day one. The Estée Lauder Companies is well recognised in raising funds toward supporting various causes, and for Earth Month this year, our efforts go beyond fund raising”. He enthuses, “This year, we are all about raising environmental consciousness of our employees, partners and inner circle and inspire them to be part of the solution towards achieving Beautiful Earth. We strongly believe that environmental protection is not just a passing phase, but a social responsibility for each and every one of us. The idea of “Start Small. Start Now” educates the baby steps one can take towards environmental conservation through commitment and conscientiousness”.

Mid Valley Megamall is one of the partners in this year’s earth month. To create synergy between the corporate partners, the Beautiful Earth campaign will be held in conjunction with the mall’s school holiday program which will feature various activities to educate, reward and instil the good habit of recycling upon the general public. Executive Director of Mid Valley Megamall, Daniel Yong commented “We have always wanted to create a promotion celebrating the beauty of our local natural environment. In addition, we wanted to show our visitors how precious the natural resources are, in a fun and interactive format this school holiday.” During the event, booths will be set up by the corporate partners to allow the public to learn and take action on recycling. To encourage consumers to recycle, Origins will be rewarding the exchange of three full-size recyclable cosmetic or skincare plastic empties (regardless of brand) to the Earth Month’s booth for an Origins sample. One of the activities that the mall is organizing is a jungle trail that provides green educational clues for children to collect. At the end of the challenge, each child will be rewarded with a plant to take home to cultivate their eco-appreciation.

The Beautiful Earth campaign will also feature the Recycle and Reward programme. This unique recycling programme offers door-to-door waste collection with special Green Points awarded based on the weight of recyclables collected. These points can then be redeemed for attractive rewards such as electronic gadgets and household appliances. The Recycle and Reward programme makes it simple and fuss-free for everyone to cultivate a recycling lifestyle. To extend the message of conservation and recycling further, The Estée Lauder Companies Malaysia’s Earth Month also partners with HSBC Bank Malaysia to reach out to the bank’s exclusive card members. During Earth Month, HSBC Bank Malaysia will be rewarding shoppers who spend a minimum of RM250 at Mid Valley Megamall with an exclusive eco-friendly bag when they spend with their HSBC credit cards at selected retail outlets.

Eco-friendly bags

Every effort counts and every small step matters. Join The Estée Lauder Companies Malaysia’s Earth Month, Mid Valley Megamall and HSBC Bank Malaysia in taking a step towards a more beautiful Earth.