After the lynx in France and the jaguar in North America, Parfums Christian Dior is extending its large-scale partnership with the WWF to protect big cats around the world, now helping to safeguard the puma in Chile.

This species is increasingly under threat today – there are said to be fewer than 50,000 pumas left in the world. Their number has been progressively declining for 200 years, due mainly to a fragmented habitat, encroached on by human activity, as well as hunting (pumas are considered a threat to cattle).

To protect these big wild cats, this partnership with the WWF encompasses very concrete actions: mapping sites for conservation, reconnecting habitats via ecological corridors, helping to educate communities and providing equipment to minimize conflict between humans and felines.