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.

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