The Cycle

Kiehl’s taps Pitt for cause-marketing effort

Kiehl’s is leveraging Brad Pitt’s celebrity and philanthropic reputation in a partnership that seems fitting at a time when the environment and organic beauty are top-of-mind.

Kiehl’s will no doubt enjoy a low-cost promotional opportunity (Pitt will not be paid for his involvement) for its new Aloe Vera Biodegradable Liquid Body Cleanser due to hit shelves in October. WWD reports that 100% of its sales will benefit the JPF Eco Systems, the charitable foundation sealed by the partnership.

The foundation is meant to support global environmental initiatives that “minimize impact on the environment through thoughtful design.” Make It Right, Pitt’s Katrina-oriented organization, is the first beneficiary in line.

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