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Published: Saturday March 23, 2013 MYT 12:00:00 AM
Updated: Wednesday April 24, 2013 MYT 1:47:25 PM

Cosmetics giant goes on recycling campaign towards achieving Beautiful Earth

Centre of
attentio n: Dina
entertaining the
crowd during the
launch of the
event.

Centre of attentio n: Dina entertaining the crowd during the launch of the event.

MARCH is a good month to do something for the environment and Estee Lauder Companies Malaysia (ELCM) is choosing to Recycle for Nature with the Malaysian Nature Society (MNS).

According to ELCM managing director Paul Slavin, his company’s Earth Month 2013 Campaign was a small, incremental step towards achieving Beautiful Earth, which is the theme for this year’s event.

Recycle For Nature (RFN) is a project by MNS that merges recycling with conservation, and it is targeted at corporations and businesses.

Launched last year, RFN is somewhat similar to the Recycle&Reward programme (www.recycleandreward.my).

Recycle&Reward contractors provide door-to-door collection services for households which have signed up for the programme and participants will be rewarded with “green points” which are exchangeable for gifts.

In the case of RFN, participating companies will donate the green points awarded by Recycle&Reward for MNS’ conservation work.

“ELCM is gratified to know that it is playing an important role in encouraging its stakeholders, beginning with its employees, to recycle as a means of raising funds to promote awareness, education and impart knowledge on conservation,” said Slavin.

“ELCM has collaborated with other groups and associations over the years to educate, raise awareness, contribute funds and cultivate a society that cares for the environment.

In previous years, activities surrounding the campaign involved sales of merchandise and fundraising for projects that included replanting 7,543 mangrove saplings and raising over RM70,000 to protect Perak’s Belum-Temengor forest complex.

“This year, the company has decided to take on a more personal approach and go back to basics to focus on the importance of education and the small steps that each individual can take to make a difference.

“Through Beautiful Earth, ELCM is hoping to spur our stakeholders and corporate partners to join RFN.”

According to MNS, RFN aims to introduce an easy-to-understand and non-technical approach to carbon dioxide emission reduction through the provision of a systematic recycling process that also provides immediate and tangible benefits for participants.

Employees of participating companies, such as ELCM, will be pushed to integrate recycling as part of their daily lives.

MNS will be sending trainers to conduct waste audits so that everyone will be clear on how RFN works, in addition to conducting training sessions for its employees on conservation and best practices on waste segregation and recycling.

To ensure the visibility of the campaign, ELCM is partnering with Mid Valley Megamall and HSBC Malaysia to provide recycling education and associated activities at Mid Valley.

The launch was a classy affair graced by the vocal performances of Crystal Lee, Dina Nadzir and Elvi- ra Arul.

The 11-day event will educate children and adults on conservation in an engaging and fun way.

“We have always wanted to create a promotion to celebrate the fragile beauty of our natural environment and there is no better time than the school holidays to do this,” said Mid Valley Megamall executive director Daniel Yong.

Spearheaded by one of ELCM’s brands – Origins – the Earth Month campaign is also supported by its sister brands such as Aramis, Bobbi Brown, Clinique, DKNY Fragrances, Estee Lauder, GoodSkin Labs, Lab Series Skincare for Men, La Mer, MAC, Sean John Fragrances, and Tommy Hilfiger Fragrances.

Known for its commitment in championing environmental causes, Origins will reward the public who bring in cosmetic and skincare empties (used containers) made of plastic, regardless of brand, to be exchanged for a sample from Ori­gins.

At the moment, the “exchange rate” is three full-sized containers for each sample. HSBC Malaysia will also be rewarding shoppers with an exclusive jute tote for those who spend at least RM350 in a single receipt at the mall (for HSBC cardholders, minimum spend is RM250). Members of the public can also sign up for Recycle&Reward at the MNS counter.

ELCM’s Earth Month counter and activities are located at Mid Valley Megamall’s East Atrium from now until March 31. More details on RFN can be found at www.mns.org.my.

Tags / Keywords: Community, News, Environment, Estee Lauder

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