Parfums Christian Dior backs a new conservation program in Chile with WWF to protect the puma by reconnecting fragmented habitats and engaging local communities, with a goal to secure more than 123,000 acres by 2030.
Parfums Christian Dior is advancing its biodiversity agenda with a field program in Chile centered on the puma, committing to reconnect the cat’s fragmented range and to build coexistence with nearby communities in partnership with WWF. “In Chile, the partnership aims to protect the puma with a large-scale program that includes developing ecological corridors and raising awareness among local communities to minimize human-feline conflicts,” the house says on its website. “By 2030, more than 123,000 acres of habitat should be secured.”
The brand shared the announcement to its global audience on social channels in a caption, stating: “In collaboration with @WWF, Parfums Christian Dior supports a new program in Chile to protect the Puma, promoting actions that reconnect their fragmented territories and raise awareness among local communities.”
Dior has not disclosed funding details or a roster of on-the-ground Chilean partners beyond WWF, but the structure mirrors how it now frames nature work across regions. On the same public commitment page, the house points to allied projects supporting the Eurasian lynx in Europe and jaguar corridors in North America — Chile’s puma initiative becoming the latest addition to a multi-continent slate under its “Commitment at the Heart of Our Legacy” platform.
Early regional coverage places the program’s lens on the Nahuelbuta range in Chile’s coastal cordillera, where fragmentation is a long-standing pressure on wildlife. Local outlets describe a target to regenerate up to 50,000 hectares by 2030 via corridor building and coexistence training, positioning the puma as an emblem of resilience in the landscape. In practical terms, the corridor focus matters: stitching habitat patches back together helps restore gene flow, lowers roadkill risk, and reduces the odds of big cats being confined to smaller, conflict-prone territories.
For communities, coexistence programs typically revolve around husbandry support, deterrents, and response protocols that reduce losses and the impulse for retaliatory killing — interventions that align with Dior’s emphasis on “raising awareness among local communities” in its own copy.
Delivery will be the test in Chile; corridors are technical undertakings that depend on careful siting, easements or restoration, community buy-in, and long-term monitoring. Success will be measured by acres secured, whether pumas can safely pass between ranges, and whether conflict incidents decline.
Product conservation efforts
Dior’s conservation work is also happening with its products. It has been expanding refill formats across marquee franchises to cut packaging impact without compromising the luxury ritual. Sauvage Eau de Toilette, Eau de Parfum, and Parfum now offer aluminum refill canisters with an auto-stop system designed to prevent spills; Dior’s life-cycle data for the format cites reductions of roughly 60 percent in energy use and greenhouse-gas emissions, 53 percent in water, and 62 percent in waste versus buying new equivalent bottles.
Rouge Dior likewise leans into reusability: the lipstick case accepts color refills (Dior lists dozens of core shades), extending the object’s life while keeping the tactile, couture packaging experience.
Beyond packaging, Dior positions conservation as part of its “legacy” platform. The house highlights support for WWF projects to protect and restore large wild spaces, alongside commitments in its own supply landscapes: it reports 42 Dior gardens (including partner sites) transitioning to organic and regenerative practices by 2030, with independent verification and certification of natural raw materials by 2026.
Those pillars — habitat restoration with WWF and agricultural regeneration in the Dior gardens — sit next to the Chile puma effort and give the current announcement a through-line from field to flacon.
The conservation push also lands alongside the brand’s most watched fragrance narrative. Johnny Depp remains the face of Sauvage, a franchise that faced intense criticism in 2019 for a teaser filmed in the American Southwest. “It is so deeply offensive and racist,” said Crystal Echo Hawk, CEO of IllumiNative, as the brand removed the video from social platforms. In contemporaneous coverage, Dior said the film was created with Native American consultants and the advocacy group Americans for Indian Opportunity, with the aim of “moving away from clichés in order to avoid the cultural appropriation and subversion that so often taints images representing Native peoples.”
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