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L’Oréal: Athens Welcomes Its First Micro Forest by L'Oréal Hellas – A New Biodiversity Landmark
PRESS RELEASE
L’Oréal
Athens Welcomes Its First Micro Forest by L'Oréal Hellas – A New Biodiversity Landmark
L'Oréal Hellas, in collaboration with the Municipality of Athens, inaugurated a landmark green project in the heart of Ano Kypseli, as part of the company’s global program “L'Oréal for the Future”.
With a special event that took place at the historic Alepotrypa Hill in Ano Kypseli, the 1st Μicro Forest in the heart of the Greek capital was officially inaugurated as part of L’Oréal’s global program, L’Oréal for the Future.
During the main ceremony, Ms. Alessandra Delfini, Country Managing Director of L'Oréal Hellas, welcomed the Mayor of Athens, Mr. Haris Doukas, symbolically handing over the key to the site. Ms. Dimitra Petridi, Corporate Affairs & Engagement Director of L’Oréal Hellas, addressed the guests – local authorities, community members, and company employees- followed by Mr. Filippos Michopoulos, Sustainability Leader of L’Oréal Hellas, who guided attendees through the project's key milestones and environmental objectives. The event concluded with the symbolic planting of 60 young native plants, completing this way the carefully designed planting study months in the making.
Following the official announcement in early June, work began immediately to transform the previously underused public green space. The rocky terrain was reshaped using tons of topsoil, creating the perfect foundation for the carefully selected plantings that would be completed within the next few weeks.
More specifically, during the first stage, approximately 5.000 native and endemic trees, shrubs, and herbs were planted, while over the coming months, additional plantings will enrich the area’s biodiversity. The project’s long-term goal is to cultivate a forest that, within 10 years, will display the growth characteristics of a 20 – 30 year-old conventional forest featuring over 10.000 plants and fostering rich local biodiversity.
The Micro Forest concept, introduced by the Japanese botanist Akira Miyawaki, aims to protect and enhance urban biodiversity while helping cities combat the effects of climate change to improve the daily lives of their residents. The Micro Forest is set to deliver a wide range of benefits to Athens over the coming years – including lowering local temperatures by up to 6 degrees, reducing the urban heat island effect, absorbing up to 3.300 kg of CO2 annually by its 10th year, improving air quality, reducing noise pollution, offering natural flood protection, and significantly enriching local flora and fauna.
Speaking at the event, Mayor Haris Doukas highlighted the city’s commitment to upgrading Athens’ green infrastructure:
“We are inaugurating a Micro Forest here in Alepotrypa, Kypseli – offering a vital breath of life to the most densely populated area of Athens. We will make use of every inch of land to increase green spaces throughout the city. Following the 3-30-300 rule – seeing at least 3 trees from your window, achieving 30% green coverage in your neighborhood and having a park within 300 meters – we’re reshaping Athens for a greener, healthier future.”
Ms. Alessandra Delfini, Country Managing Director of L’Oréal Hellas, discussed the projects that on a local level contribute with respect to the boundaries of the planet while also reinforcing the business ecosystem, which remains a steadfast priority, emphasizing:
“Today is a special day L'Oréal Hellas as we bring to life an innovative and forward- thinking sustainability project that will improve everyday life for the people of Athens. In close collaboration with the City of Athens, we’re proving that, together, we can spread the benefits of biodiversity across the city. Aligned with the principles of our L'Oréal for the Future program, we remain fully committed to sustainable growth by investing in responsible future-focused business practices.”
About L’Oréal
For more than 110 years, L’Oréal, the world’s leading beauty company, has been dedicated to meeting the beauty aspirations of people around the world. Our purpose – to create beauty that moves the world – shapes a vision of inclusive, ethical, and socially responsible beauty, with a deep commitment to environmental sustainability. With a diverse portfolio of 36 international brands and ambitious sustainability goals through the L’Oréal For The Future program, we strive to deliver the highest standards in quality, performance, safety, transparency, and responsibility while celebrating beauty in all its forms.
With 87.400 highly dedicated employees worldwide, a balanced footprint, and sales across every distribution channel (e-commerce, mass market, department stores, pharmacies, salons, and travel retail), the group reported 38,26 billion in sales during 2022. With 20 research centers in 11 countries and a Research & Innovation team of 4.000 scientists and more than 5.500 tech professionals, L’Oréal focuses on shaping the future of beauty and leading the way in beauty tech. For more information visit: www.loreal.com/en/mediaroom
L’Oréal Hellas
Dimitra Petridi
Corporate Affairs & Engagement Director
Τel: (+30) 210 61 88 579
dimitra.petridi@loreal.com
Communication Lab
Thodoris Filippas
General Manager
Tel:(+30)210 80 15 989
tfilipas@clab.gr
