Alongside the Cheollipo Arboretum in Taean-gun, South Chungcheong Province, part of the Taean Coast National Marine Park, AmorePacific will work to encourage and enact a project of conservation for various plants, including the yellow iris and the water crowfoot.
The Korean cosmetics maker will contribute towards the construction of greenhouses at the Cheollipo Arboretum site for the preservation of the endangered species, and promote awareness and education through the publication of a book.
To facilitate these efforts, it has reportedly pledged to donate 190 million won (USD 154,283) in the next two years.
According to a report in the Business Korea, Cheollipo Arboretum boasts the largest collection of plant species in Korea, and was chosen as conservation institute in 2006. It works to protect 30 specific types of endangered plant.
AmorePacific: the social side
AmorePacific has been increasingly visible in its efforts towards corporate social responsibility and sustainability in recent months, as it aims to earn the title of ‘the most respected global company in Asia’.
Its CSR efforts fall under the slogan of ‘Beautiful People, Better Tomorrow’, and include such well-known and popular campaigns as ‘Make Up Your Life’, the ‘Pink Ribbon Campaign’, the ‘Hope Store’ and ‘Greencycle’.
Make Up Your Life supports cancer patients in China, the Pink Ribbon Campaign raises public awareness of breast cancer in Korea, the Hope Store campaign offers startup loans to single mothers, and Greencycle aims to encourage recycling in the country.
Environmental focus
AmorePacific’s recent partnership to conserve endangered plant species indicates the company is keen now to direct its concern towards environmental issues faced in the company’s local environment.
Indeed, the partnership announcement follows other key initiatives in this area: AmorePacific sponsors the research and education projects of the Biodiversity Foundation, according to Business Korea, and supports an initiative that protects the natural ecosystem and native biodiversity in Jeju Island.