Jean-Christophe Babin, CEO of Bulgari, has been named Luxury Daily’s 2020 Luxury Personality of the Year. The recognition acknowledges his unwavering commitment to combating the COVID-19 crisis and his embodiment of responsible luxury practices.

Responding to the Global Pandemic

The COVID-19 pandemic presented unprecedented challenges for businesses worldwide. Bulgari responded by accelerating its digital strategies, ensuring employee safety through remote work options, and expanding its e-commerce capabilities. The brand also prioritized an omnichannel approach to consumer engagement.

A Civic Responsibility

Mr. Babin emphasized Bulgari’s responsibility to contribute to national efforts during the crisis. “I believe that as one of the most recognizable brands in Italy, Bulgari has the civic responsibility to contribute to the national effort to prevent, fight and eradicate COVID-19,” he stated. Leveraging its fragrance expertise, Bulgari partnered with ICR to provide hand cleansing gel with sanitizer to healthcare staff on the frontlines.

Bulgari expressed pride in supporting the Italian medical community, particularly during the second wave of the contagion.

Award Criteria and Previous Initiatives

The Luxury Personality of the Year award is based on leadership demonstrated through strategy, tactics, creativity, execution, and results. All candidates were featured in Luxury Daily coverage throughout the year.

Long-Standing Commitment to Social Impact

Bulgari’s commitment to social responsibility extends beyond the pandemic. From 2009 to 2019, the brand partnered with a charity organization, raising $88 million to support over 1.5 million young people through access to education.

Sustainable Practices and Ethical Sourcing

Earlier in 2020, Bulgari participated in the Flower Gems of India initiative with Firmenich and Indian partners. This project aimed to create a sustainable jasmine farming model for 100 family-owned farms in Tamil Nadu, India. The program focused on permaculture principles to improve farm profitability and flower quality, aligning with Bulgari’s commitment to ethical and responsible supply chains.

Further Support During the Crisis

In March, Bulgari joined other LVMH brands in producing and donating hand-cleansing gels to the Italian government. The brand also donated a 3D high-definition microscope to the Spallanzani Hospital to aid in virus research, at a time when Italy had over 7,500 deaths and nearly 75,000 cases.

Investing in Research and Female Scientists

In September, Bulgari announced a fellowship with Rockefeller University to support female researchers working on COVID-19. This followed the launch of the Bulgari Virus Free Fund in June, which provided support to research institutions including the University of Oxford’s Jenner Institute, the Lazzaro Spallanzani National Institute for Infectious Diseases, and Rockefeller University. The new Women & Science Fund will establish nine fellowships for female graduate students and postdoctoral fellows.