Lancôme is dedicating itself to a different kind of beauty. Thanks to a suggestion from its newest spokesmodel, Elettra Rossellini Wiedemann, a longtime environmentalist and daughter of actress (and former Lancôme beauty icon) Isabella Rossellini, the company has partnered with to offset the air travel of Wiedemann and its four other “brand ambassadors,” and retrofit its four freestanding boutiques to operate as carbon neutral by the end of the year.

“ is an amazing organization because it is so straightforward,” says Wiedemann. “It acknowledges that people want to make a difference and gives them a simple way to do so.” Lancôme has also pledged to plant a tree for each of the first 10,000 bottles sold of its new Primordiale Cell Defense, an antioxidant serum that protects skin against free radicals from environmental factors like pollution and UV exposure. So, you can reduce your impact on the earth while you reduce the earth’s impact on your skin. Beautiful!

Story by Lisa Stasiulewicz. This article originally appeared in Plenty in June 2006. This story was added to

Copyright Environ Press 2006.