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Scott Eastwood.

Take Action, Protect the Ocean

  (WORLDWIDE, 7/5/2016)

The first fragrance to be inspired by the ocean, Davidoff Cool Water is now leading the way to help protect the ocean. The brand has released a new film featuring its ambassador Scott Eastwood.

The message of the film is a call to action to safeguard one of the world’s most precious natural resources — but also one of its most endangered. The film is an extension of Davidoff Cool Water’s long-standing Love the Ocean campaign in support of the National Geographic Society’s Pristine Seas project, which aims to protect 10% of the world’s ocean by 2020.

Beach and river clean-ups are a hands-on way to prevent plastic pollution before it reaches the ocean. You can now participate in a DAVIDOFF Cool Water beach clean up in your local area organized in collaboration with National Geographic and a local organisation. You can also join a community team who hosts regular beach clean ups or organize your own.

The new film, which was released on July 1, 2016, and screened across a wide range of digital platforms, steps up the Love the Ocean initiative with an individual call to action. The film’s aim is to convince each and every one of us that we can make a difference. “As individuals, we have more power to change the world than we think,” says Scott Eastwood, who — having been born in California and raised in Hawaii — feels a special connection to the ocean.

There are dozens of petitions circling the internet targeting ocean pollutants, such as the proposed ban of plastic microbeads in the UK and plastic bags throughout the EU.

Shot near the actor’s home in San Diego, the Davidoff Cool Water film highlights Scott Eastwood’s concern for ocean conservation and his commitment to fighting water pollution issues. It also features a beach clean-up organized in partnership with the National Geographic Society and the Surfrider Foundation. Given that 80 percent of pollution in the marine environment comes from land and that by 2050 current estimates indicate that the ocean will contain more plastic than fish when measured by weight, beach clean-ups are one way — along with simple lifestyle changes — that individuals can take action. According to Shah Selbe, National Geographic Explorer: “Even a single person can make a massive amount of difference when it comes to ocean conservation.”

There has been a 43% rise in the number of plastic bottles found on UK beaches since 2015. Deposit Return Systems have already successfully reduced the amount of littered drink containers in Australia, Germany and the US by introducing a deposit on single-use bottles and creating a financial incentive for reluctant recyclers.

By extending its Love the Ocean initiative with an individual call to action, Davidoff Cool Water aims to complement the impressive progress being achieved on a global scale by the National Geographic Society’s Pristine Seas project. Since 2012, Davidoff Cool Water has supported 14 Pristine Seas expeditions, which informed the establishment of five marine protected areas, totalling 1,713,518 square kilometres or 2.18% of the world’s ocean.

Since 2012, Davidoff Cool Water has supported the National Geographic Society’s Pristine Seas expeditions with the Love The Ocean initiative. The mission of Pristine Seas is to find, survey and protect marine environments across the globe, with the goal of helping to protect 10% of the world’s oceans by 2020.

The inspiring message of the film is that we all have a part to play — which is why, throughout summer 2016, Davidoff Cool Water will be promoting beach clean-ups in key countries, encouraging individuals, wherever they may be, to demonstrate their love for the ocean and to contribute to change. As Scott Eastwood says at the end of the film: “It starts with one — one hour of your time, one day, one piece of trash.”

About The Love The Ocean Initiative

Davidoff Cool Water has a long-standing partnership with the National Geographic Society's Pristine Seas - which involves scientific expeditions to explore and document fragile marine environments across the globe. Every year, Davidoff Cool Water mobilizes its millions of loyal users worldwide around the Love the Ocean initiative, with the commitment that each bottle of Davidoff Cool Water sold will help protect 10,000 square metres (more than 100,000 square feet) of ocean.

About Coty Inc.

Coty is a leading global beauty company with net revenues of $4.6 billion for the fiscal year ending June 30, 2014. Founded in Paris in 1904, Coty is a pure play beauty company with a portfolio of well-known fragrances, color cosmetics and skin and body care products sold in over 130 countries and territories. Coty’s product offerings include such global brands as adidas, Calvin Klein, Chloé, Davidoff, Marc Jacobs, OPI, philosophy, Playboy, Rimmel and Sally Hansen.

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