NEW YORK – Eco-chic was a hot topic at Lancôme’s Wednesday morning breakfast, held at Milk Studios here.

The purpose of the breakfast was two-fold: to introduce Lancôme’s newest skin care serum, Primordiale Cell Defense & Skin Perfecting Serum, due in June, and to kick off a green initiative the brand is undertaking with

The unlikely matchmaker between Lancôme and the environmental group: Elettra Rossellini Wiedemann, named one of the brand’s spokesmodels last August.

Rossellini Wiedemann ­ — the twentysomething daughter of actress, model and former Lancôme face Isabella Rossellini — is so devoted to the topic, she is studying it, along with politics, history and economics at New School University. She plans to graduate later this year.

“Lancôme has given me an incredible opportunity to share my interest and passion for the environment,” Rossellini Wiedemann told WWD. “I feel lucky to be a part of the family. And is such an amazing organization which is doing so much good.” Rossellini Wiedemann helped her friend, hairstylist Ted Gibson, reduce the “climate footprint” of his salon through a carbon offset program recently, and asked if Lancôme would sponsor a similar program to offset the airline travel she had planned for this year. Lancôme agreed, and added a few twists of its own: a paperless press office, where pictures, releases and videos will be accessible via the Internet; retrofitting its four freestanding Lancôme boutiques to reduce their carbon footprints, set for implementation during the second half of 2007, and a tree-planting campaign which will kick off when the brand’s new serum does. Lancôme will plant a tree for each of the first 10,000 bottles of the new Primordiale serum sold in the U.S.

Rossellini Wiedemann’s fellow spokesmodels —Selena Breed, Shalom Harlow, Inès Sastre and Daria Werbowy —also are throwing their support behind the cause. “I’m a Greenpeace sort of girl,” joked Breed. Harlow said she couldn’t wait to get started. “I was so excited when Elettra proposed this,” she said. “It’s easy to feel overwhelmed when you think about global warming. Something like this makes you realize every individual can make a difference.”

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For complete coverage see tomorrow’s issue of WWD.

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