Did you know, next to climate change, the rapid decline in biological diversity is one of the greatest challenges of our lifetime – no matter where we live geographically. According to scientists, the Earth is entering a sixth mass extinction where they warn that almost 50 percent  of the Earth’s species may disappear in less than 100 years as a result of habitat destruction, over-exploitation, pollution, climate change, disease and invasive species.

In  Malaysia,decades of deforestation (due to over logging & conversion to plantations/infrastructure) mining, pollution, poaching and climate change, among others, are threatening the region’s rich biodiversity.

There has probably never been a more crucial time for environmental education. Children, the future caretakers of the planet are set to inherit a huge array of eco challenges, so they need to be equipped with the awareness and knowledge they need to look after Mother Nature.

“Kiehl’s commitment to the environment begins with the underlying mission of the company to support the communities it serves. This complements the company’s core philosophy centered on providing efficacious products for skin and hair made from naturally-derived formulas, in-store recycling programmes and use of renewable energy sources.”

In line with its impassioned commitment to the environment made more than 35 years ago, and in conjunction with the launch of the Rare Earth Pore Minimizing Treatments, Kiehl’s is proud to support The Save Our Rare Earth Biodiversity Camp on November 13 – 15, 2009, at Gunung Nuang in Ulu Langat, Selangor, with our long-term partner YAWA (Yayasan Anak Warisan Alam)  in an event launched at Bangsar  Shopping Centre recently.An event attended and celebrated by celebrities like Will Quah, Aishah Sinclair who is also incidentally the spokesperson for YAWA, Daphne Iking, Zainal Abidin, Chelsia Ng, Niki Cheong and many others.

“Kiehl’s has maintained an impassioned commitment to the environment for many years . Young people have always played a key role in our environmental initiatives. After all, it is today’s younger generation that will have to bear the future consequences of present-day exploitation of our planet. So it is essential to involve them today in acting responsibly for our Mother Earth. The Save Our Rare Earth Biodiversity Camp is our 2nd collaboration with YAWA to promote environmental awareness and sustainable development issues among Malaysian youth,” says , Managing Director of L’Oreal Malaysia.

The objective of the Camp is to equip our youth with a deeper environmental responsibility and awareness, to ensure that many of these young people return to their communities ready to become agents of positive change – in their schools, on their campuses, in their future workplaces – in sustainability. Participants aged 10 to 17 years, will be exposed to and given the opportunity to learn why and how they can protect and preserve the abundance and variety of species, ecosystems and diversity of our rainforest.

At the Camp, participants will be given the opportunity:

1.      To conduct research and instill understanding on the biodiversity and the eco-system of our Rainforest.

2.      To create leaders of change

3.      To sustain caring for the environment.

The Camp, accommodating 80 participants, will include 30 underprivileged children sponsored by Kiehl’s. Education and awareness is most effective through fun, experiential and hands-on activities. As such, the young eco explorers will take part in activities like jungle trekking, water testing, bird watching, eco-craft and survival skills.

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