By  on March 16, 2010

Avon Products Inc. has added a third pillar to its corporate responsibility efforts: environmentalism.

The direct seller today plans to introduce the Hello Green Tomorrow initiative — a twist on its Hello Tomorrow global brand campaign — designed to kick start a women’s environmental movement by leveraging Avon’s legion of sales representatives and customers across 65 countries.

The initial effort begins with a $1 million donation by Avon to The Nature Conservancy to replant 1 million trees in the Atlantic Rainforest in South America, and global fund-raising to continue to restore the tropical forest for $1 a tree. According to a promotional video for the effort, the Atlantic Rainforest used to be the size of Spain, France and Italy combined, and now only 7 percent remains. All trees planted through Hello Green Tomorrow support the United Nations Environment Programme Plant for the Planet: Billion Tree Campaign.

“[With] our 6 million Avon sale representatives, 300 million customers and our 40,000 Avon associates, we are uniquely positioned to mobilize our grass-roots network to take action to drive positive change,” Avon’s chairman and chief executive officer, Andrea Jung, said in the video. “Avon is mobilizing once again, this time with an exciting new initiative to help save our environment.”

Through 2009, Avon has raised more than $730 million to help eradicate breast cancer and domestic violence. Hello Green Tomorrow marks Avon’s first external environmental commitment.

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