By  on February 22, 2010

PARIS — Natural beauty company Yves Rocher celebrated its 50th birthday Thursday evening in the Hôtel d’Evreux here.

During the event, which drew crowds large enough to overflow the ornate ballroom, it was announced that the Yves Rocher Foundation would plant 50 million trees over the next five years. Jacques Rocher, president of the foundation and son of the company’s recently deceased founder Yves Rocher, said indigenous trees would be planted in 13 locations, primarily in developing countries, such as India and Ethiopia, but also in France. Photographer Patrick Wallet will document the project.

Rocher noted the ecological campaign is in line with his father’s dedication to preserving the planet, which he said is also evident in Yves Rocher beauty products.

Bris Rocher, the company’s new president and the founder’s grandson, said the firm will remember “all of the values passed down by Yves Rocher and his commitment to the environment.” He remarked that while “everything has changed” in the world over the past 50 years, “nothing has changed” at Yves Rocher and that the company is to continue its founder’s legacy for the 50 years to come.

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