Kiehl’s Since 1851 reinforces green credentials via groundbreaking partnership with Brad Pitt - 18/08/08
Published: 18/08/08
Source: Women's Wear Daily; The Moodie Report
By Rebecca Mann
US. Kiehl’s Since 1851 (part of the L’Oréal group) has taken celebrity synergy one step further, via a partnership with Hollywood superstar Brad Pitt.
But in a twist on the usual celebrity tie-ins, Pitt will not appear in any ads (although his handwriting features on the product in question) – and the aim of the collaboration is to raise money for charity, rather than swell the coffers of either Pitt or Kiehl’s.
The initiative links in perfectly with the “Mission of Kiehl’s”, whereby staff are asked to endeavour at all times to serve their customers, their communities and one another to the best of their abilities.
In accordance with that objective, Kiehl’s regularly develops initiatives which support local charity associations. For example, when Kiehl’s made its travel retail debut at Hong Kong International Airport in 2006, in conjunction with Nuance-Watson, all proceeds from Kiehl’s Grapefruit Hand & Body Cleanser benefited AIDS Concern Hong Kong.
The company has also developed a partnership with Camp Quality Hong Kong, a charity which supports children diagnosed with cancer.
According to Women’s Wear Daily, this latest deal will see all net profits from sales of Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser, to be launched in October, donated to JPF Eco Systems, a charitable foundation created by Kiehl’s and Pitt to support global environmental initiatives that “minimise impact on the environment through thoughtful design.”
The cleanser will retail domestically at US$16.50, and is expected to raise around US$1 million for JPF.
The first beneficiary of the charity will be will Pitt’s Make It Right organisation, which is helping to fund construction of environmentally sustainable and affordable housing in New Orleans for the displaced victims of Hurricane Katrina.
As its name suggests, Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser is made of readily biodegradable ingredients. It does not contain parabens, sodium lauryl sulfate, sodium laureth sulfate or dyes, and is packaged in a food-grade, post-consumer recycled bottle.
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