LVMH Group‘s three major perfume brands, Parfums Christian Dior, Givenchy Parfums, and Kenzo Parfums, are collaborating with French agricultural cooperative Cristal Union, which comprises over 9,000 beetroot growers, to improve the growing conditions of beetroot, used to extract alcohol for perfume production. These perfume brands utilize organic alcohol extracted from beetroot to create their fragrance ingredients.
Four years ago, Guerlain, a subsidiary of LVMH, already transitioned its Aqua Allegoria perfume line to organic sugar beetroot alcohol.
In a five-year collaboration …
