“Flowers are the keystone of the program we have at Dior,” said Kleitman, adding that Dior himself was an avid gardener. The plan lays the groundwork for more sustainable ways of operating overall. The focuses are on: regenerative cultivation, cultural responsibility, responsible beauty, eco-design and climate preservation. “Beauty as a Legacy” is a five-pillar strategy meant to mitigate Parfums Christian Dior’s impact on the planet and communities by 2030. “Whenever you experience a product or a service, or anything that has to do with the Dior brand, we want to not only leave a beautiful self, but a beautiful world,” he said. “Beauty as a Legacy” summarizes Parfums Christian Dior’s mission, according to Kleitman. “We believe as a leading brand, a brand which is viewed and respected, and has the scale and the reach globally, we really have to be more rigorous and precise in putting actions in place,” he said. “We as businesses have a huge role to play, and we’re all convinced at Dior that the cost of inaction is much higher now than the cost of action. “Businesses are being called to lead the way,” said Kleitman. He explained it’s important to take strong actions now. “But what has really changed and triggered our acceleration in the last 12 to 18 months is the urgency that is now being communicated really widely by the scientific community,” said Kleitman.
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