La Mer is celebrating its five-year association with international ocean advocacy organization Oceana. The brand is launching its first limited edition blue jars of Crème de la Mer as well as dedicating a part of its Web site to raising awareness for ocean protection and contributing $200,000 to Oceana in honor of World Oceans Day.

This story first appeared in the May 14, 2010 issue of WWD. Subscribe Today.

The dedicated area of the Web site — which will include an awareness-campaign video shot in Belize with Oceana spokeswoman January Jones ­— will go live on June 8, World Oceans Day. The blue tinted jars of Crème de la Mer will be available at select Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman doors, and on the La Mer Web site.

“Belize has the second-largest barrier reef in the world, but unfortunately, its corals are no longer in pristine condition due to overfishing, unregulated coastal development and bottom trawling,” Jones told WWD, adding that “raising awareness about underwater habitats starts with the creatures. As people realize we have to do more to protect animals like sharks and sea turtles, it’s only natural to protect the places where they breed, feed and live.”

Deborah Walters, senior vice president and general merchandise manager for cosmetics, fragrances, and intimates at Saks Fifth Avenue, noted that for a second year, the retailer will hold in-store events to promote the partnership. “We initiated our exclusive events last year and they proved to be very successful in raising awareness of both La Mer’s heritage and the important work that Oceana is doing in preserving our oceans. Our dedicated La Mer customers have embraced this opportunity to give back while taking care of their skin.”

“I’m an avid diver, and I’ve seen both abundant, spectacular sea life and the damage that is being done,” said Maureen Case, president of Bobbi Brown, Jo Malone and La Mer. “That’s why this year’s World Oceans Day campaign is especially meaningful to me. In addition to the financial donation to support Oceana’s Habitat Protection Campaign, we’re also hoping to raise awareness about the importance of protecting our oceans, right when people start heading to the beach on vacation.”

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