Aveeno Skin care, got a jump on Earth Day by creating a pop-up forest in one of the most famous urban environments in the world, New York City’s Times Square. On April 7 – 8, hundreds of trees flourish in the middle of New York’s concrete jungle, creating an educational, green oasis and marking the brand’s commitment to raising awareness for healthy living and environmental sustainability. It’s all part of the launch of the Aveeno Be An Active Natural program, which encourages people to make small changes in their daily lives that can add up to a positive impact on the environment. Aveeno is encouraging people to take one million steps toward a healthier, more sustainable earth in 2011, and will reward everyone who joins them on the journey. Everyone can get involved by “Liking” Aveeno on Facebook, at www.facebook.com/aveeno, and making pledges to earn points that will result in rewards, such as Aveeno product samples, tree seedlings and sustainable tote bags.

Visitors who journey through the Aveeno Forest in Times Square will experience how nature makes the planet more beautiful and receive both seed cards to plant their own trees and samples of the latest Aveeno products. Additionally, visitors will learn about how trees help sequester CO2 and what steps people can take to protect our environment, thus creating a healthier, more beautiful earth. For example:

Planting a tree – In one year, one tree can turn 260 pounds of CO2 into clean oxygen
Switching out regular light bulbs for energy efficient ones – Energy efficient bulbs use about 75 percent less energy and can save an average household more than $40.00 a year on the electric bill
Using more sustainable forms of transportation, like carpooling or riding a bike to work; doing this one day a week, can reduce an individual’s annual CO2 emissions by eight percent

The Aveeno Forest is a first step the brand will take toward beautiful change. It is donating 500 trees to MillionTreesNYC, a public-private partnership between New York Restoration Project (NYRP) and the City of New York. As part of this initiative, NYRP is challenging New Yorkers to make donations to plant another 500 trees this spring, resulting in 1,000 new trees for New York City. New Yorkers can donate by visiting www.nyrp.org or www.milliontreesnyc.org. Joining the celebration will be Consultant and Sustainability Expert for the Aveeno brand, Summer Rayne Oakes, an “eco-model” who has partnered with the brand to help raise awareness about environmental sustainability and the responsibility we all have to the environment.