Brad Pitt + Aloe Vera = An Eco-friendly Cleansing Extravaganza
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Have you ever wanted to shower with Brad Pitt? Well thanks to Kiehls’s Since 1851, you can get that chance. The hottie with a conscience has collaborated with luxury hair-and skin-care company Kiehl’s Since 1851 on an eco-friendly body wash to raise money for green causes.
Although Brad Pitt’s obviously camera-ready, he does not appear in any ads for the product nor on the bottle - although a reproduction of a handwritten note is.
One hundred percent of the proceeds from Kiehl’s Aloe Vera Biodegradable $16.95 Liquid Body Cleanser goes to JPF Eco Systems, a nonprofit started by Pitt and Kiehl’s to “minimize impact on the environment through thoughtful design.”
And this is no “Run out and get yours while supplies last” flash in the pan.
The cleanser, packaged in recyclable plastic and consisting of all-natural ingredients such as aloe vera, coconut-derived cleansers and glycerine, has joined Kiehl’s famed product line permanently and is available online, at Kiehl’s counters in department stores and in the company’s freestanding boutiques.
The first beneficiary of the deal is Pitt’s own Make It Right organization, which he started last year to fund building rebuilding projects in New Orleans.
“Brad is not a face, he’s a partner,” Roberta Weiss, Kiehl’s senior VP of global marketing, told WWD.com. “We shared a vision, to support this new way of thinking—being more eco-intelligent.”
“I particularly like working with Brad,” said architect William McDonough, coauthor of Cradle to Cradle: Remaking the Way We Make Things, which discusses sustainable product development and production. “He is a designer. He has a great eye and sense of perspective. He loves design and has a passion for it.”
Kiehl’s Aloe Vera Biodegradable Liquid Body Cleanser is the first mass-market product from a cosmetics company to be completely certified as environmentally sound by Cradle to Cradle standards. Way to go Brad…an eco-friendly soul wrapped in such a cute package.
