Brad Pitt for Kiehl’s
The world of celebrity endorsements is chock full of half-hearted, questionably-authentic advertisements and promotions. Not a day goes by where some company doesn’t announce some sort of “collaboration” with an A-List star, crafted to get US Weekly readers into stores around the globe.
But Kiehl's has done things a little differently in their collaboration with Brad Pitt. We like it when companies shirk tradition and do things differently.
If you’re not familiar with Kiehl’s, it’s a beauty and cosmetics maker that’s known for its old-school, natural formulations and minimalistic packaging. Through its collaboration with Brad Pitt, the company has launched a new product, Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser ($17.00). The product is packaged in a 100% recyclable container, and is free of parabens, sodium lauryl sulfate, and dyes, making it completely biodegradable.
100% of the profits from the sale of the product will go to JPF Eco Systems, a green charity that Pitt created with Kiehl’s. It’s estimated that that more than $1 million will go to support various environmentally-focused projects, beginning with "Make It Right, the post-Katrina charity that helps build eco-friendly homes in New Orleans.
What’s so great about this collaboration is that it’s geniune. Kiehl’s is known for using natural ingredients and formulations whenever possible, and readily accepts used packaging for recycling or refilling in its stores around the world. Pitt is a major force in the world of charity and the environment, and is already attached to numerous eco-focused causes and foundations. The partnership creates a new entity through which profits can be turned into progress.