The Body Shop has today announced the launch of its latest project, The World Bio-Bridges Mission. The L’Oréal-owned firm (for now at least) is hoping to raise £2 million to fund 10 bio-bridges globally by 2020.

Building on its established Bio-Bridges campaign, the latest project aims to connect areas of rich biodiversity that are under threat, offering protection to some of the world’s most endangered species.

“Our new approach to corporate philanthropy embraces the philosophy that we leverage The Body Shop’s core skills, knowledge and experience. These drivers will multiply our impact and help address the loss of habitat and biodiversity. Through protecting and regenerating land, working with local communities and seeking partnerships with civil and state organizations around the world, the World Bio-Bridges Mission can make a substantial difference to some of the planet’s richest and most diverse areas,” said Christopher Davis, International Director of Corporate Responsibility and Campaigns.

The World Bio-Bridges Mission will encourage consumers to get involved, with the sale of special edition products each year and promotions. The first launch has been named as Amazonian Saviour Multi-Purpose Balm.