Objective: 50,000 hectares of secure habitat for the puma by 2030.

After the lynx in France and the jaguar in North America, Parfums Christian Dior is extending its partnership with the World Wide Fund for Nature (WWF) to the protection of the puma in Chile. This is a new key step in the company's environmental strategy, which places biodiversity at the heart of its commitment.

More than a source of olfactory inspiration, nature is now one of the fundamental pillars of Parfums Christian Dior's environmental approach. For several years now, the LVMH group's brand has been associated with the WWF to protect the world's big cats.

After the boreal lynx in France, and the jaguar in North America, the perfume house announces today that it is extending its alliance by supporting the preservation of the puma in Chile. The partnership provides for the restoration of 50,000 hectares of secure mountain lion habitat by 2030 within the Nahuelbuta mountain range. The aim is to reconnect ecosystems through the creation of ecological corridors, while training and equipping local communities to reduce human-cat conflicts.