Beauty brand returns to the forest for its third year to continue sustainability efforts alongside the Selangor State Forestry Department (SSFD) and Global Environment Centre (GEC)
“The future will either be green or not at all.” – Bob Brown
The cornerstone of innisfree’s global success has been its longstanding, reciprocal relationship with Jeju Island. From its beginnings, Korea’s No.1 Natural Beauty Brand has advocated for taking care of the environment, returning to it for what it takes. This year, innisfree Malaysia continues to uphold its promise to the environment for the third installment of its Green Forest Campaign. In partnership with the Selangor State Forestry Department (SSFD) and Global Environment Centre (GEC), innisfree Malaysia has made a promise to restore 5 hectares of the Raja Musa Forest Reserve (RMFR) by the year 2021.
“Our promise to the environment is at the core of everything we do,” said Johnny Nam, Brand General Manager, innisfree Malaysia, during his opening speech. “We’ve seen a lot of growth over the past couple of years and as our presence in Malaysia increases, so should our positive impact on the planet. This year, we are looking into more small ways that we can encourage our inni-Friends to integrate aspects of green living into their routines in addition to big actions like planting a tree.”
innisfree Malaysia’s Green Forest Campaign follows World Environment Day which was celebrated earlier this month. The theme this year: air pollution. It’s fitting, then that innisfree Malaysia does its part by restoring the Raja Musa Forest Reserve: a peat swamp forest. Despite the fact that peatlands make up about 3% of the world’s land, they hold over 30% of carbon stored on land effectively protecting our planet from climate change.
This year, 60 new inni-friends made their way even deeper into RMFR dedicated to do their part to help protect and restore the planet. With the help of GEC, these eager volunteers were able to plant 600 new saplings in the reserve.
“We’re already in a very critical period for our environment with climate change looming over our heads. Peatlands do so much work to help protect the climate from further damage by greenhouse gases, acting as huge carbon stores. This is in addition to its greenery performing the traditional responsibilities of keeping our air clean and safe to breathe,” said Yang Berbahagia Dato’ Dr. Hj. Mohd Puat bin Dahalan, Director of Selangor State Forestry Department, Selangor State Forestry Department. “innisfree’s Green Forest Campaign has helped to support the Queen Commonwealth Canopy (QCC) initiative in the conservation and rehabilitation of the North Selangor Peat Swamp Forest (NSPSF).”
This effort wouldn’t be possible without the support and expertise of Global Environment Centre (GEC) who has been working for the past ten years on rehabilitating the Raja Musa Forest Reserve. GEC is a Malaysian non-profit organisation which has been involved in environmental protection and conservation for the last 20 years. They have ample experience in the rehabilitation of rivers, mangroves, peat swamps as well as community outreach and development. Together, innisfree and GEC planted trees in the peatlands, aiming to restore 5 hectares of peat swamp forests by 2021.
“It’s heartening that innisfree Malaysia sees the importance of maintaining a peat swamp forest and has transformed this into a five-year partnership with us. This year, GEC is celebrating 20 years of environmental conservation and are glad to be working with a brand who is so dedicated to the cause,” said Faizal Parish, Director of GEC.
The Green Forest Campaign is just one of the many initiatives innisfree Malaysia has taken up to encourage its inni-friends to reduce their carbon footprints. Most recently, they had their Eco-Hankie Campaign that celebrated the joy that comes with making small lifestyle changes for the betterment of the planet. Some other of their green initiatives include the Empty Bottle Recycling campaign, in which inni-friends can drop off their empty innisfree containers in-store to collect inni-points, and the Green Store Campaign which rewards shoppers for saying “no” to a paper bag at purchase.
“It’s important to us as a brand, that we are able to cut down on our overall carbon footprint. That is why we are constantly working to find new ways to conserve and strongly encourage our inni-friends to do the same,” said Nam in his welcome address.