Primera's “Love the Earth” campaign, which was launched in 2012 to help protect the environment, focuses on preserving “ecological wetlands” that serve as sources of life on our planet and play a central role in the conserving our biodiversity. In April 2020, Primera launched three limited edition products featuring illustrations of otters, an endangered species living in the wetlands, and introduced the #LoveTheEarth challenge on social media to encourage consumers to live an entire day without using disposables and show that we can start with small and simple actions for Mother Earth. The limited edition products were made with recycled plastic ^{(PCR: Post-Consumer Recycled)}, and part of the proceeds would be donated to wetland conservation activities led by the Ramsar Regional Center (East Asia).

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Primera buys mangoes, a raw ingredient used in Primera’s Mango Butter Comforting Body Lotion, from Jamui, India, through a purchasing agreement between Jamui and AmorePacific. As part of the program, Primera also donated mango tree saplings purchased with the proceeds generated by the Mango Butter Comforting Body Lotion to help improve the human rights and living conditions of vulnerable women on the Jamui region. The “Let’s Love” campaign is particularly significant because it is a sustainable initiative designed to create a virtuous cycle, rather than a one-off support program.