Parfums Christian Dior Extends WWF Partnership to Protect Big Cats

Parfums Christian Dior, part of the LVMH group, has extended its partnership with the World Wide Fund for Nature (WWF) to support global big cat conservation. Following previous collaborations that focused on lynx in France and jaguars in North America, the initiative now targets the protection of the endangered puma in Chile.

The puma population has significantly declined over the past two centuries, with fewer than 50,000 individuals estimated to remain worldwide. This decline is attributed to habitat fragmentation due to human activities and hunting, often driven by concerns over livestock predation.

The partnership with WWF involves concrete actions aimed at securing the puma's habitat. These include mapping conservation sites, establishing ecological corridors to facilitate movement, and educating local communities, alongside providing equipment to minimize human-wildlife conflict.

The new alliance aims to regenerate up to 50,000 hectares of secure habitat for the puma in Chile's Nahuelbuta mountain range by 2030. Liliana Ortiz, Strategy and Science coordinator at WWF Chile, emphasized the importance of coexistence, stating that humans and pumas must learn to share the same ecosystem.