Dior partners with WWF for puma conservation

Parfums Christian Dior has extended its partnership with the World Wildlife Fund (WWF) for an additional three years to support puma conservation efforts. The initiative is centered around the brand’s best-selling fragrance, Sauvage.

Cécile Lochard, the global sustainability director at Parfums Christian Dior, described the collaboration as a “360-degree approach” to environmental commitment rather than a temporary marketing tie-in. The partnership involves long-term planning to determine species support and public engagement strategies, noting that product development cycles often require several years of coordination.