Coty Inc’s Davidoff Cool Water fragrance brand has signed on with the National Geographic Society as a sponsor of the organization’s Pristine Seas program.
The partnership will kick off in March with an expedition to the Pitcairn Islands in the Pacific Ocean, to be led by National Geographic’s Explorer in Residence, Dr. Euric Sala. National Geographic, through the Pristine Seas Expeditions, seeks to protect some of the last pristine spots of the oceans and to create marine-protected areas. According to National Geographic, the ocean covers 72 percent of the surface of the Earth, but only 1 percent is protected.
“We are happy to have our bestseller, Davidoff Cool Water, a fragrance that initiated the olfactive territory of oceanic freshness, active in ocean protection,” said Michele Scannavini, president of Coty Prestige, adding that Coty plans a consumer-focused campaign featuring the initiative this summer.