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30 | BEAUTY LAUNCHPAD | APRIL 2016 I magine children playing in a cool, shady forest, and families harvesting nuts to eat and sell. Imagine rich soil, cool clear water and clean fresh air. Now imagine making that scene a reality. All you have to do is plant a tree—and Paul Mitchell Tea Tree can make that happen. Through the brand's partnership with Reforest'Action, an entrepreneurial environmental group based in France, Paul Mitchell Tea Tree has helped to plant 338,000 trees in Haiti, Guatemala and Peru with a goal of planting 500,000 trees by the end of 2016. "Giving back is a core value for us," says Laurence Dahan, Paul Mitchell Systems Director of Marketing. "We align our brands with charities that make sense with that particular brand. The naturally inspired, eco-conscious Tea Tree brand is a perfect connection with Reforest'Action." "We connected with Reforest'Action about 2 years ago," Dahan elaborates. "We wanted to fi nd a way to engage our community even more deeply in the giving process, and Reforest'Action allows us to do that." The company provides constant updates on their process and progress, including a blog created by local communities where trees have been planted that lets you observe how the trees are thriving, and their impact on peoples' lives. "It's very rewarding to go online and see the difference the trees are making," Dahan says. "It makes your contribution feel very personal." To plant your own tree, simply look for a code on any Tea Tree product, then go to paulmitchell.com, click on the culture page to fi nd the link to Reforest'Action and enter the code. Paul Mitchell covers the expense of each tree planted, so there is no cost involved for participants. During Earth Month, check out the company's website for more information about its annual Tea Tree Green Takeover campaign. "It's such a great project," Dahan enthuses. "Trees are essentially the lungs of the planet. They enrich the soil and aid in water conservation. The nuts are especially valuable to the local communities in helping to combat malnutrition in children and providing a source of income. This project is a win-win for everyone. I hope someday I can walk in a forest that Paul Mitchell and Reforest'Action have helped create." Paul Mitchell Systems teams up with Reforest'Action to make the world a greener place. —BARBARA BAZALDUA Conversations/ Giving Back Planting Hope GETTY IMAGES