There is a reason this luxury American skincare brand is named La Mer, which means 'the sea' in French: Its most famous product, Creme de la Mer, has Pacific sea kelp as a key ingredient.

Since its fate is tied to that of this nutrient-rich seaweed harvested from the sea, it is no wonder La Mer is doing its part to save the world's oceans.

Plus, protecting the ocean and marine life has always been a priority of Dr Max Huber, the brand founder.

To commemorate World Ocean Day, which took place on Monday, the brand has launched a limited-edition 250ml World Ocean Day Creme de la Mer, with all proceeds going to Oceana, an international conservation group.

At $1,450, it costs the same as a regular 250ml jar and is available from Tangs Orchard while stocks last.

Instead of the usual green box, however, this jar comes in blue packaging.

Oceana's key mission is to conserve marine eco-systems and to establish sustainable fishing policies around the world.

Overfishing, changes in water temperatures due to global warming and pollution are a threat to marine eco-systems, including sea kelp habitats, says Andy Bevacqua (Photo 3), vice-president of research and development at The Max Huber Research Labs.

Fans of the prestige brand will also be relieved to know that to ensure the precious resource never runs out, La Mer harvests only the top fronds of the giant Pacific sea kelp, which can grow up to 20 storeys high.

Bevacqua points out in an e-mail interview: 'When you pick the fronds on the surface of the water, they grow back, just like mowing your lawn.'

Why did La Mer choose to support Oceana?

Oceana is the world's largest marine protection organisation, with over 300,000 supporters in over 150 countries.

Its goals are very specific: Protect the habitat, don't overfish and don't use destructive fishing practices.

Dr Max Huber believed in the healing powers of the ocean and always looked to the sea for inspiration.

He understood the need to protect ocean and marine life and La Mer's support of Oceana helps to carry on his vision.

How does overfishing threaten the marine ecosystem?

I used to think the biggest threat to our oceans was pollution, but now I think an even bigger threat is overfishing.

I learnt from Oceana scientists about bottom trawling, a fishing technique that uses weighted nets to dredge the ocean floor, which kills anything living there.

Coral and other marine life, once destroyed, can take hundreds of years to regenerate.

What are the challenges faced in spreading awareness of ocean conservation?

Although a billion people depend on seafood as a primary source of animal protein, most people are not aware that we are pushing life in the seas to the brink of irreversible collapse.

The worldwide catch of fish peaked in the mid-1980s and has been falling, despite increasing fishing efforts.

What does La Mer hope to achieve for Oceana through this collaboration?

We bring to Oceana an initiative that will garner significant exposure and introduce it to La Mer's loyal and devoted base of luxury consumers, many of whom own beachfront properties.

The relationship will raise funds to support its initiatives, while generating buzz to attract new activists for Oceana.

BEAUTY CARE

Five other beauty brands are doing their part to make the world a more beautiful place

ESTEE LAUDER

The Estee Lauder Companies Breast Cancer Awareness Campaign was started in 1992 to spread the message that early detection saves lives.

The American beauty giant, which owns 29 brands including Bobbi Brown and Clinique, holds fund-raising efforts every October around the world.

As part of the activities, various global landmarks, including Singapore's Arts House, have been lit up in pink. Last year, Estee Lauder Companies Singapore raised $39,000 for the Singapore Breast Cancer Foundation.

L'OREAL SINGAPORE

The Singapore Cancer Society's Look Good... Feel Better programme helps women cancer patients cope with the physical effects of medical treatment, which includes hair loss.

L'Oreal Singapore, which owns 23 brands such as Lancome and Shu Uemura, gives each participant a make-up kit for free make-up lessons conducted by volunteers.

Visit www.lookgoodfeelbetter.com.sg for more details.

M.A.C

The M.A.C Aids Fund was started in 1994 and supports more than 400 charitable organisations worldwide that work to combat the disease.

All proceeds from year-round sales of the Canadian brand's Viva Glam lipsticks and lipglasses ($28 each) go to the cause.

On World Aids Day - every Dec 1 - M.A.C Singapore invites celebrities and beauty editors to sell Viva Glam lipsticks to raise awareness for the cause.

SHISEIDO

Shiseido's Life Quality Programme is a corporate social responsibility effort that encourages employees to improve the well-being of others through its products.

In Singapore, Shiseido's trainers visit two aged-care homes, Lentor Residence and St Luke's ElderCare, every month to provide facial and arm massages for the residents.

THE BODY SHOP

The Yes Yes Yes! To Safe Sex campaign was launched by The Body Shop and MTV Networks International in March to encourage safe sex among those aged 15 to 24 to stop the spread of HIV and Aids among the young.

All proceeds from the sale of its Tantalising Lip Butter ($10.90 for 10ml) goes to the Patient Care Centre at the Communicable Diseases Centre to fund HIV awareness and prevention.

This article was first published in Urban, The Straits Times.