Guerlain ambassador Natalia Vodianova has partnered with the French luxury beauty brand for its KissKiss Chain campaign, promoting the KissKiss lipstick and aiming to help save the bees.

Through the initiative, people are invited to post their virtual kiss on Instagram using the KissKiss filter, tagging @Guerlain and using the hashtag #GuerlainKissKissChain, and for every post, 10,000 honey-producing trees will be planted by members of the Women for Bees programme, which is run by Guerlain and UNESCO.